Traci Lee Chu

Traci's Articles

Revenue Attribution: 5 Ways to Get Teams Onboard

June 1st, 2015

Revenue attribution can be a key roadmap for companies. Here are five ways to operationalize revenue attribution. Read Full Article


Direct Load is not a Marketing Channel: Attributing to the Right Marketing Drivers

January 27th, 2015

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. Read Full Article


The Right Way to Increase Customer Acquisition During the Holidays

November 11th, 2014

Omni-channel retailers are using big data and predictive analytics to make decisions during the holiday season that will impact long-term growth. Read Full Article


Which is better for your company: Marketing Mix Models or Attribution?

January 4th, 2014

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. Read Full Article


Why ONLY Attributing Revenue to Marketing Treatments is a Bad Idea

November 16th, 2013

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? Read Full Article