White Papers

  • The Definitive Guide to Marketing Attribution

    There has been a great deal of talk about marketing attribution and how it can improve your results. Walk the floor of any marketing conference, and nearly every vendor now claims to do attribution. This has created a lot of noise and confusion in the marketplace. This paper explains what marketing attribution is and dispels many common misconceptions. It compares attribution to other analytics, and establishes where attribution fits in. It also contrasts media mix modeling and attribution and clarifies the differences. The paper, first published in May 2013, also provides guidance on the 5 key criteria to look for in an attribution vendor, to know if they will really improve your results. This guidance includes information on how to rank attribution systems against one another to assess their relative performance in the areas of compliance, completeness of the system, accuracy, potential impact on your results, and risk.

  • Study: Top 10 Accretive Affiliates

    For this study, first published in May 2012, Convertro has again leveraged its enormous and detailed dataset to put together a study of the most accretive affiliate publishers amongst all of its clients.

    While many businesses with an online presence use affiliates as a source of traffic, many online marketers do not trust them. In the past, affiliate marketers were thought of as commissioned salespeople shrouded by online tricks, willing to do anything to make a buck. Their tactics were known to range from blatant fraud to suspicious traffic to traffic with an extremely low lifetime value. Today, the world of affiliate marketing is quite different, with many legitimate websites set up on a model that generates money solely from affiliate deals.

    However, even after detecting and removing all of the cookie stuffers and affiliates who are sending bad traffic, it is sometimes hard to determine whether an affiliate is providing any value to a business. For example, some coupon sites do not bring any new traffic in, but could be simply giving customers (who are about to check out anyway) a last minute deal. This study’s goal is to help put together a list of credible, accretive affiliates – those who are more likely to bring in new traffic, and traffic that will convert on a legitimate basis, both of which add long-term value to the business.

  • Choosing an Attribution Solution

    Multi-channel attribution and cross-channel attribution, initially explored by only a few innovative companies, has now gained traction among seasoned analytics providers. There are now several new solutions competing with one another and with the existing multi-attribution solutions in offering their own “flavor” of multi-attribution. With so many options in the market, it is important for firms to understand the key differences between offerings and evaluate them in the context of their own requirements. This report, first published in December 2012, gives you a concise yet comprehensive set of criteria with which you can assess multi- attribution solutions in order to help you determine which solution best meets your needs.

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