Many of us know that last-click attribution tracking does not tell the whole story of why a donor made a donation. Between GDPR, Firefox’s privacy features, Apple’s Privacy Protections, and Chrome’s killing of third-party cookies, digital measurement is becoming more and more challenging. And even more recently, the father of digital measurement, Avishash Kushak, stated that we should “stop our multi-channel attribution projects, as they are a massive waste of costly resources.”
In this session, you’ll discover new ways to think about measuring your digital campaigns. This includes how to measure push (display, email, social) vs. pull (paid and organic search) marketing techniques. We’ll also discuss with you why it’s important to have a proper forecast, how to measure lift or incrementality, and marketing mix modeling techniques to understand how your advertising campaigns are driving lift.
Learning Objectives:
Explore push vs. pull marketing channels and how to measure each one
Understand the use of forecasting models and why you should use one
Measure lift or incrementality and marketing mix modeling