What is Attribution? The Shoe Store Example
Imagine there’s a shoe store located on a street or in a shopping mall that has three employees: a guy wearing a sandwich board outside the store who lures customers inside by highlighting current store promotions; a salesperson in the store who suggests shoes to customers, goes to the back room to get the sizes needed and helps customers try them on; a cashier that processes transactions. If you had to give the commission for a shoe sale to only one person, who would it be? The sandwich-board person who drew people into the store? Is it possible those customers would have come in anyway? Certainly a few of them came in because of their influence. The salesperson who ultimately spent the most time with the customer and who influenced their purchase? The cashier? After all, the customer does make their final decision at the cash… Attribution This type of question is referred to as attribution. It’s an approach, and practically a science, whose goal is to determine which marketing effort …
Profitability or profitability? Concepts to demystify
“This campaign is slightly less profitable, but much more profitable than before!! » We have just picked up our words on the phone and we are trying, in 15 seconds, to explain to a client who is looking at his report that profitable and profitable are not the same thing. Our client's main objective metric ( 95% of the time it's ROI) is not adequate to measure all of his objectives on the account. How many times have you tried to explain this to a client without feeling lost? Instinctively convinced it's the right thing to do, but unable to ignore the very valid counter argument of plummeting ROI. This has happened to me often, mostly on growing accounts and recently with Banque Nationale Assurances , one of our long-time clients. So I decided to do a test with industry colleagues and realized that not many people could answer with clarity. Here is the conclusion of my research. Stopping at either of these values in our explanations is a mistake! PROFITABILITY Profitability is the relat …
13 strategies and best practices for an ergonomic footer
The footer is often an overlooked part of a website. Why ? Probably because visitors are not used to using it. But if the footers were better constructed, we might use them a little more. Few footers provide value. We are starting to see a trend that revalues the footer. Here are ideas for increasing the value of your footers along with examples of good sites. Let's fight footer isolation together.