Marketing attribution

Latest Articles

What Marketing Attribution Method Should You Choose for Your Business?

According to a study by Rakuten, marketers estimate that on average they waste more than a quarter of their budget (26%) on ineffective channels and strategies. It’s hard to measure what actually works, especially when you have complex customer journeys where users go through multiple campaigns before converting. Each channel (Google Ads, Meta, Tiktok, etc.) […]

Introducing Snowplow’s Marketing Attribution & Optimization Data App

Unveiling Our New Data App to Measure & Optimize Your Marketing Budget.

How Google's Smart Bidding Enhances Marketing ROI with Conversion Data and Attribution from Snowplow

Curious about how Google’s AI algorithms and Smart Bidding strategies can revolutionize your marketing ROI? Then you’ve come to the right place. By using Snowplow’s data collection and attribution capabilities with Google’s Smart Bidding, you can ensure your ads reach the right audience at the right time. This synergy not only optimizes your ad performance […]

Finding FAANG: The value of Behavioral Data

TL;DR – High-quality behavioral data represents the most significant growth opportunity for businesses today. The world’s most successful companies are harnessing it to dominate their markets. To compete with them, or drive growth in your own industry, you need to rethink how you view behavioral data; there’s so much more potential than packaged analytics solutions […]

How to do marketing attribution with Snowplow

What is attribution modeling? Attribution modeling is the process of assigning credit for conversions to marketing touchpoints. There are many ways to attribute conversions to marketing activities, the most common include the following models: First touch: this model gives all credit to the user’s first touch preceding a conversion Last touch: this model gives all […]

Introduction to marketing attribution with Snowplow

Building out a comprehensive marketing strategy across all channels and platforms, each with varied and complex user journeys, is difficult. Evaluating the effectiveness of your marketing spend and calculating it’s ROI however should not be. Understanding how your marketing spend is contributing to conversions and sales is crucial in enabling you to continually adapt your […]

How to get to a multi-touch attribution model that works for you

True multi-touch attribution begins with collecting and centralizing your multi-source data, making sure you have the volume, quality and completeness of data you need and then connecting the dots to build your attribution story. Marketing departments invest heavily in marketing strategy, tactics and campaigns. To justify marketing spend and fully understand the results of the […]

Building first and last touch attribution models in Redshift SQL

In order to calculate the return on marketing spend on individual campaigns, digital marketers need to connect revenue events, downstream in a user journey, with marketing touch events, upstream in a user journey. This connection is necessary so that the cost of those associated with the marketing campaign that drove those marketing touches can be […]

Analyzing marketing attribution data with a D3.js visualization

Marketing attribution, as in understanding what impact different marketing channels have in driving conversion, is a very complex problem: We have no way of directly measuring the impact of an individual channel on a user’s propensity to convert It is not uncommon for users to interact with many channels prior to converting It is likely […]

Snowplow 0.9.9 released with campaign attribution enrichment

We are pleased to announce the release of Snowplow 0.9.9. This is primarily a comprehensive bug fix release, although it also adds the new campaign_attribution enrichment to our enrichment registry. Here are the sections after the fold: The campaign_attribution enrichment Clojure Collector fixes StorageLoader fixes EmrEtlRunner fixes and enhancements Hadoop Enrich fixes and enhancements Upgrading […]

Attlib - an open source library for extracting search marketing attribution data from referrer URLs

Update 17-Dec-12: We have renamed Attlib to referer-parser, to make it clearer what Attlib does: parse referer URLs. The repository has been updated accordingly. Some of the example code below is out-of-date now: we recommend checking out the repository for more information. Last night we published Attlib, an open source Ruby library for extracting search […]

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