An attribution model is a set of rules that determine which touchpoints in a conversion path receive credit for sales and conversions. But with more than one model to choose from, how can brands be sure they are fairly assigning the full and correct value to every channel on a customer’s path to purchase?
As summer takes hold across the Northern Hemisphere and millions of travellers take off on their long-awaited holidays, travel companies are left waiting for their next opportunity. With the majority of travel bookings taking place in the first few months of the year, summer traditionally spells a dip in browsing and booking habits, seen in 2017 when January and February enjoyed 91% more sales compared to July and August. Fortunately, summer doesn’t have to represent a sales slump and travel retailers could be using their holidays to get ahead.
With less than two weeks to go until the start of the World Cup, there’s still just enough time to capitalise on football fever and create tournament inspired marketing and advertising campaigns that will spark interest with audiences across the globe. But with so much noise surrounding the quadrennial event, how can you ensure your brand’s efforts stand out from the crowd, for the right reasons?
Digital marketing is full to the brim with strange buzzwords and confusing jargon. So much so that it can be hard to know what some words mean at all and which ones to sidestep. To help you out, we’ve done a bit of blue-sky thinking to bring you 5 marketing buzzwords that finally need to exit in 2017.
According to the 2016 BoF-McKinsey Global Fashion Survey, executives named ‘volatility, uncertainty and shifts in the global economy’ as the biggest challenges they were facing in the digital fashion industry. However, the outlook is far from doom and gloom. From 2016 to 2020, online retail sales worldwide are expected to more than double from $1.9 trillion to over $4 trillion.
Retail in 2016 saw the biggest Black Friday ever, the depreciation of the pound make the UK an attractive destination for tourist shoppers, and the growth of mobile shopping over desktop skyrocket.