Traci Lee Chu’s Posts
Revenue Attribution: 5 Ways to Get Teams Onboard
Revenue attribution can be a key roadmap for companies. Here are five ways to operationalize revenue attribution.
Direct Load is not a Marketing Channel: Attributing to the Right Marketing Drivers
Companies that still use Last Click attribution tend to have a big bucket of revenue attributed to Direct-to-Site (DTS) or Direct Load. The people classified as DTS usually have great conversion rates.
The Right Way to Increase Customer Acquisition During the Holidays
Omni-channel retailers are using big data and predictive analytics to make decisions during the holiday season that will impact long-term growth.
Which is better for your company: Marketing Mix Models or Attribution?
Retailers have increased the sophistication and breadth of the data they collect. This is a real world example of how big data changed the landscape and required new models to make sense of it.
Why ONLY Attributing Revenue to Marketing Treatments is a Bad Idea
What's the incremental portion of sales that marketing drove and what were the other revenue drivers? Marketing treatments are fairly easy to identify – Catalog, Email, Display Advertising, Affiliates, Search – but what are non-marketing treatments?