Attribution (modelling) is a hot topic in digital marketing. All stakeholders have been focussing more and more on attribution: companies, agencies and especially big players like Google have been working and pushing on this subject. The “Why?” is quite clear: since measurability is the big advantage of digital marketing, it’s only logical

The digital transformation of our society has certainly impacted the advertising industry as a whole. We have come a long way since the Ad Men from Madison Avenue half a century ago. Today, our media mix is multi channel, our audience is mobile and on the go, out of home inventory is becoming programmatic, voice

Introduction

A few months ago I wrote an article on “enhancing ad campaigns with weather data”. The goal of this first article was to explain how, from a technical

More and more organisations are looking into making the switch towards the Google Analytics premium version and related paid products, called the “Google 360 suite”. It is however

According to recent Google figures e-commerce is growing up to 3% every year within the retail industry. Despite this growth we still notice a paradox: in store traffic remains the main objective & KPI of the average retailer. This is all driven by the fact that ...

1960 to 2054 - A century of evolution for the advertising industry

Feature films and TV series often try to project the viewer into the future (what could it look like), often high on action and adrenaline. These can also be storifications of the past (what was it like), often

What is Black Friday and how is it impacting the advertising industry?

If you have listened to the radio, watched TV or browsed the web in the month of November, you have heard about Black Friday. For the last couple of years (yes, it's that recent in Belgium), it is the absolute marketing buzzword of the month of November. It is

The launch of the Store Visits in Google Analytics

Big News! You might have heard it. Recently Google released a new beta feature: “Store Visits” for Google Analytics. What is it? Long story short, it allows to measure the link between website sessions and in-store visits.

How does it work from a technical point of view ?