eMarketer Daily - Top-Down vs. Bottom-Up Attribution

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December 27, 2013

Top-Down vs. Bottom-Up Attribution Cross-platform marketing is now a must for any company hoping to reach consumers on their terms. As marketers add additional channels, formats and platforms, they expect to be met with a proper method to validate those decisions. Cross-platform attribution is that solution, according to a new eMarketer report. But confusion around how to approach such modeling is stopping many marketers from undertaking cross-platform attribution. For those who are, top-down and bottom-up attribution are two main approaches. Full Article Read More Share this:. . . . eMarketer's Retail Roundup – Free Download Are you taking advantage of the robust growth in US retail ecommerce sales? Download eMarketer's Retail Roundup for key trends, statistics and insights. Receive your copy. Under Armour Leverages Pop Music to Achieve Cool Factor Narrative, a digital marketing shop backed by entrepreneur Russell Simmons, teamed up with sports clothing brand Under Armour in August 2013 to roll out "Natural Born Hitters," a social and digital campaign tied to the brand's 60-second television spot, "Ready for August." Tricia Clarke-Stone, founder and CEO of Narrative, spoke with eMarketer's Danielle Drolet about the effort, which included a series of mixtapes and a contest, featuring artist and producer Pharrell Williams and the NFL's Ray Lewis. Full Article Tricia Clarke-Stone Founder and CEO Narrative Read More Share this:. . . . Maximize Lead Generation via Marketing Automation – an eMarketer Roundup Are you fully realizing the benefits of marketing automation? Get best practices for using marketing automation to maximize lead generation with eMarketer's latest Roundup, which includes key trends, statistics and insights. Get eMarketer's Marketing Automation Roundup Cheaper Devices Boost Tablet Sales in Brazil Tablets have become a frequent object of desire among consumers in Brazil, and lower prices have helped device sales soar in 2013. The wider variety of lower-priced Android tablets has given the OS a big lead in the market, making brand a secondary concern for cost-conscious tablet shoppers. Full Article Read More Share this:. . . . Today's Articles Top-Down vs. Bottom-Up Attribution Under Armour Leverages Pop Music to Achieve Cool Factor Cheaper Devices Boost Tablet Sales in Brazil RECENT ARTICLES Sweden's Kids Have Wide Access to Smartphones, Tablets UK Seniors Choose Facebook Total Media Ad Spend Continues Slow and Steady Trajectory The Whos and Whys of Wearable Tech Canadians Embrace Mobile for Their Internet Fix All Recent Articles » EVENTS JEGI Media and Tech Conference January 6, 2014, New York, NY eMarketer Chairman Geoff Ramsey will be presenting. iMedia Brand Summit February 9-12, 2014, Amelia Island, FL eMarketer Chairman Geoff Ramsey will be hosting. eMarketer is the official research partner of iMedia Brand Summit. eTail West March 3-6, 2014, San Antonio, TX eMarketer is the official research partner of eTail West. All Events »

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