vidasco media blog

The Ins and Outs of Display Attribution Modeling

August 18, 2014
The Ins and Outs of Display Attribution Modeling

Display attribution modeling is becoming a new buzz word in the word of display advertising but companies and their marketers may not be fully aware of what it is and how it can to be used to determine the success or failure of any given marketing or display advertising campaign.

Basically, an attribution model is the rule, or set of rules, that determines where the credit for sales or conversions is assigned to “touch points” in conversion paths. These touch points are those contact points where customers, users, non-customers and others interface with a product, brand or service.

An attribution model is a tool wherein marketers and companies can examine the group or set of ads that enable a sale or conversion to happen over an extended period of time. So instead of the traditional method of crediting a sale or conversion to the last ad clicked or viewed, an attribution model will enable each ad or “touch point” to be credited with a sale within the sales funnel.

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Basics and Benefits of User-Generated Content

August 11, 2014
Basics and Benefits of User-Generated Content

Innovations and advances in technology over the past decade have provided individual consumers with an unprecedented level of influence. Social media has become their soapbox, sharing social content about their favorite products with their ability to shape the opinions of their connected peers and others with a review or single tweet. This type of content has become known as user generated content and brands that want to enrich the experiences of their customers can capture this content and create valuable content that can strongly influence consumer purchases.

User-generated content marketing campaigns can be a powerful strategy for getting value from consumer content. Many consumers enjoy having their opinions expressed on web sites but companies can go one step further by providing incentives with a compelling prize, a special offer or coupon so that consumers are even more encouraged to spread product photos and messages across social channels so as to increase the digital extent of an audience.

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