Article on Digital Marketing

Added on - 21 Apr 2020

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ContentsIntroduction......................................................................................................................................1Key Issues & Challenges.................................................................................................................1Limitation & Implications...............................................................................................................2Criticism of the Literature...............................................................................................................3Recommendations............................................................................................................................7Conclusion.......................................................................................................................................7References........................................................................................................................................8
IntroductionThe digital marketing attribution tends to face a different number of challenges with the growingonline landscape. The article is about using the life testing mainly for handling the differentmarketing measurements. This requires a proper understanding and behavior of the people. Thepaper also focuses on the understanding about how one can be used to drive and make someaccurate decisions rather than any simpler last click models. The paper also focu on the work ofthe advertising measurements where the highlights are related to the broadcast media andproperly identifying the different campaigning components. They are depending upon theadvertisers with the reason to believe that the aggregate levels are mainly impacted (Williamson,2016). The econometric modelling techniques are depending upon the marketing mix modelswhere there is a possibility of world of attribution and to set the desire for calculating the impacton advertising spending. The difficulty is mainly about the expenses and how Dominic W., 2016,can influence the people through his conversation.Key Issues & ChallengesConsidering the marketing attribution, with the team of Facebook, there are different challengeswhich relate to marketing measurement. Certain flaws could be noticed at the time of last-clickmodels with growing moves to the cross-device usage as well. Some of the Multi-touchattribution models also are considered with the conversion paths for the individual user throughview or click touch. The range is set to allow the view through impacts and focus on the differentissues related to the working of the lift-testing model. It has been seen that the results for themodel are not easy to be validated as the digital campaign does not target a random set of theusers, but they are more likely to be converted (Sapp et al, 2016). The disentangling users tend toconvert with the ads and the users who are there in the advertisement. It is considered as a major
challenge. It is important to focus on the MTA challenges (Multi-touch attribution models)which are considered to show a major incremental impact of the campaign with thebenchmarking mainly against the intuition. The intuition is the habit of reinforcing the belief.The key issues are also related to the availability of the email lenders with the lift testing anddirect mailing which is mainly relied on testing to drive the optimization. The digital standardsmatch the individual level targets which require to properly login and tie with identification setacross the devices. The bulk of online advertisements mainly are outside the logged in platformswhich includes the measurements based on cookies and associated tracking shortfalls. The majordifficulty comes with handling the marketing mix model that have been placed to reach out todifferent advertisers with the stability for the accountability (Simic et al., 2016). The problemsare the arbitrary credit assignment in the digital marketing world that has been imposed upon thechain of advertising the channel that touches the preceding conversions. The last click modelscould underestimate the impact mainly due to the missed view-through and overestimates due tothe causality assumption. The problem is related to overreaching ad growing impact of differentdevice usage. The people are focusing on consuming the ads and then converting them online,which is considered important technique for attribution but at the same time it is using thepeople-level analysis for sidestep problems that have been cross-device for tracking.Limitation & ImplicationsThe limitations of the lift testing are mainly related to the ability of the platform to execute andhandle the powerful measurement option. The power is to reinforce the unyielding march of thebig data, with increased availability of the data to the sample sizes which are larger. The datalead to the sample sizes which are found to be larger than the previous forms, and high-poweredtests with the ability to detect any type of the smaller uplifts. It has been seen that the marketing
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