Article on Digital Marketing
11 Pages2898 Words109 Views
Added on 2020-04-21
Article on Digital Marketing
Added on 2020-04-21
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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 growing online landscape. The article is about using the life testing mainly for handling the different marketing measurements. This requires a proper understanding and behavior of the people. The paper also focuses on the understanding about how one can be used to drive and make some accurate decisions rather than any simpler last click models. The paper also focu on the work of the advertising measurements where the highlights are related to the broadcast media and properly identifying the different campaigning components. They are depending upon the advertisers with the reason to believe that the aggregate levels are mainly impacted (Williamson, 2016). The econometric modelling techniques are depending upon the marketing mix models where there is a possibility of world of attribution and to set the desire for calculating the impact on advertising spending. The difficulty is mainly about the expenses and how Dominic W., 2016,can influence the people through his conversation. Key Issues & Challenges Considering the marketing attribution, with the team of Facebook, there are different challenges which relate to marketing measurement. Certain flaws could be noticed at the time of last-click models with growing moves to the cross-device usage as well. Some of the Multi-touch attribution models also are considered with the conversion paths for the individual user through view 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 the model are not easy to be validated as the digital campaign does not target a random set of the users, 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 the benchmarking 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 and direct mailing which is mainly relied on testing to drive the optimization. The digital standards match the individual level targets which require to properly login and tie with identification set across the devices. The bulk of online advertisements mainly are outside the logged in platforms which includes the measurements based on cookies and associated tracking shortfalls. The major difficulty comes with handling the marketing mix model that have been placed to reach out to different advertisers with the stability for the accountability (Simic et al., 2016). The problems are the arbitrary credit assignment in the digital marketing world that has been imposed upon the chain of advertising the channel that touches the preceding conversions. The last click models could underestimate the impact mainly due to the missed view-through and overestimates due to the causality assumption. The problem is related to overreaching ad growing impact of different device 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 the people-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 and handle the powerful measurement option. The power is to reinforce the unyielding march of the big data, with increased availability of the data to the sample sizes which are larger. The data lead to the sample sizes which are found to be larger than the previous forms, and high-powered tests with the ability to detect any type of the smaller uplifts. It has been seen that the marketing
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