Craig Macdonald

Craig Macdonald
Attribution Modeling Reveals Role of SEM in Multichannel Sales Funnel

If you go to any advertiser and ask each individual channel marketer how much revenue has been created by their channels, you will get a total that is two to three times more than the total revenue of the entire organization. Attribution modeling seeks to de-duplicate this credit and measure only the incremental credit of each media touchpoint. 

Best Practices in Measuring the Effectiveness of Non-E-commerce Paid Search Programs

Paid search programs are moving beyond their traditional niche as a sales channel for e-commerce companies and retailers. Organizations ranging from component manufacturers to CPGs (consumer packaged goods companies) are starting to embrace search as a powerful way to raise brand awareness, create direct relationships with customers and generate leads for sales, particularly in business-to-business selling models.