Today while sporting a t-shirt from a beloved podcast, another listener stopped me to chat about how much we adore it. This made me stop and think, how valuable is that t-shirt to advertisers of the podcast?
From Optimization to Strategy: Deeper into the Attribution Stack
Sales attribution is a common diagnostic used in evaluating marketing effectiveness. This involves decomposing a brand’s sales into “Base” and “Media” components. Media is often further divided to attribute sales by distinct touchpoints. The result can be visualized as a stacked attribution chart as follows:
When I first started driving a car, the radio had a cassette, the windows were hand-cranked, and the dash had chrome dials and gauges. Pure Analog. Now my car is a veritable treasure chest of intelligent systems. I still decide where I am going and how I will get there.