Aligning Web Analytics and Digital Media Teams to Improve Marketing Results

As advanced analytics tools become more widely used and the need to create personalized, customer experiences increases, uniting the organizational gap between web analytics and digital media teams has become increasingly important. While it may not be widely apparent, web analytics and digital media teams are alike in many ways and often share closely related missions. Even so, effective web analytics and digital media alignment can be a challenge for any organization. Analytics teams are...
By Luke Johnson
About the Author:

Luke Johnson is a Senior Analyst, Team Lead at Stratigent.

See the Entire Picture with Total View Attribution

Have you ever asked yourself the question “What are the shares between online and offline sales & media?” Or maybe the question was “What is the business impact of our marketing investments?” Today’s media landscape is full of challenges that impact your ability to achieve business goals. Among the top challenges are ever evolving fraud tactics, debates over viewability standards, and transparency between your media agency and your team. These pressures are underscoring the impo...
By Scott Friedman
About the Author:

Scott Friedman is a Manager of Client Services at Stratigent.

Total View Attribution Guide

Most total view attribution solutions fail to account for non-digital media as they apply arbitrary rules that don’t let the data decide what’s working and why. A better approach is a hybrid of top-down econometrics and bottom-up attribution to develop a full understanding of what is driving the conversion goal and true value of each touch point.

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