FC St. Pauli: Optimizing Marketing Budget Allocations with Adtriba

FC St. Pauli is a German football club with a long tradition, extremely loyal supporters and committed employees, for whom the "Do It Yourself" approach is a big priority. In this article we show how
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Five Marketing Trends for 2021

When we published the outlook for this year at the end of 2019, no one could have guessed that the world would be virtually paralyzed by a pandemic shortly after. An economic disaster for many
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Adtribas' Attribution Alphabet

Marketing attribution in a nutshell: Get to know the most important terms from A to Z, understand their meanings, interrelationships and learn how to evaluate marketing holistically, optimize budget
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Mobile Ad Measurement without IDFAs (in a iOS 14 world)

In June 2020 Apple shocked the mobile marketing world with the announcement of the new App Tracking Transparency Framework, which originally was planned to be rolled with iOS 14 in September 2020,
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Unified Marketing Measurement: Why UMM is the next generation of Marketing Attribution

Understanding what determines a company's success is more complex and challenging than ever. Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) are reaching their limits to answer the
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How to utilize Funnel and Adtriba to create a powerful solution

To ensure the highest possible transparency of marketing efficiency and ad spendings, Adtriba has partnered with the Swedish data integration platform Funnel in late 2019. This cooperation is
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The Future of User Journey Tracking

User journey tracking and hence user level based marketing measurement has become increasingly difficult in recent years. This is due to significant regulatory changes, new standards set by industry
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How to model and analyze the Impact of the Coronavirus on individual Businesses

The Covid-19 pandemic is a black swan event, heavily impacting sales and revenues of businesses around the world. Many companies experience a downturn if not a complete shutdown of their operations,
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Mobile App Attribution

Mobile ads are one of the biggest drivers of growth in the advertising industry. According to forecasts, global spending on mobile advertising is expected to reach 270 billion US dollars by 2020.
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Segment Integration for Adtriba Attribution

Segment is the leading platform to collect, store and control customer data. It integrates with many different tools that it can send the user data to. Activating a particular tool integration is
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Cross-Channel TV Attribution – How to integrate TV Ads into User Journey Modeling

Most advertisers want to prove the value of TV ads in terms of additional orders and revenues. This is where cross-channel TV attribution comes into play. Long gone are the days higher brand recall
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CLV Attribution - First Insights

We’ve written about CLV attribution from a conceptual point of view in our last blog post. Now we’ve launched out of the box CLV attribution for all Adtriba users. Adtriba users can easily switch
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CLV Attribution

Marketers invest a lot of time, effort and resources in tracking the entire customer journey of their users. They are also constantly optimizing content and working to create the best possible user
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Dangers of Static Attribution Models

When comparing infamous and wide-spread last-click attribution against a credible data-driven attribution, it becomes clear how dangerous sticking to last-click attribution can be. Looking at only
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A.I. or die! What is your A.I. status?

A.I. is THE buzz word right now. Even the biggest newspapers and magazines write stories about what the future will look like now that we are definitely entering the age of A.I. In case you do not
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Multi-Channel & Cross-Channel Marketing and Attribution Modeling

The digitalization of marketing brought completely new possibilities in terms of synchronizing messages and communication across different channels. With this, the requirements for marketing have
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Unified Marketing Impact Analytics

Algorithmic multi-touch attribution (MTA) helps advertisers to accurately measure the effectiveness of their digital marketing campaigns. It is based on micro-level user data, measured mainly through
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Top 6 Misconceptions about Attribution Modelling

1. Switching from Last-Click Attribution to another static Model fixes your Marketing Attribution Problems Many advertisers and digital marketing manager are very much aware of the fallacies of
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Cross-Device Tracking and Marketing Attribution

If I were to summarize. Incentivizing your visitors to log into their account with you is the only clean permission based way to track them across devices. This quote from Avinash Kaushik nicely
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10 Most Common Online Advertising Acronyms Explained

Anyone with a website and something promote can jump on the online advertising train. It’s very easy to set up an account with Google AdWords, Bing, or even Facebook. Most features are very intuitive
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Understanding Marketing Attribution Models – it’s easier than you think!

In a previous post, we explored the meaning of marketing attribution with a short story to illustrate our definition. At the end of the article, we concluded that there are various ways to measure
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Marketing Attribution – State of the Industry

86% of European and 60% of US digital advertisers are wasting their budgets because they are not correctly measuring the effectiveness of their campaigns. Industry reports from AdRoll for EMEA and US
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Marketing Attribution – Part 3

In the last post I described how to develop data driven attribution models. I also explained how to calculate more realistic CPO and ROMI on the basis of these models as the basis for optimizing
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Marketing Attribution – Part 2

As already mentioned in the last post, accurately measuring all user journeys is a challenge. The tracking solution needs to integrate all channel-clicks (and preferably -views), the ones from
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Marketing Attribution – Part 1

Digital ad spending in 2014 is approximated to have hit 137 billion U.S. dollars (source). The majority of these budgets are allocated in a suboptimal manner. Mainly because either marketing channels
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