Data Lab
Choose a Lane: Measure or Target
Measurement works fine without third party cookies. It’s been years now since third party cookies were a reliable source for indexing or matching consumers. In the best of times, third party cookies worked incrementally: Our experience was 4 to 8% improvement under the best of circumstances.
CDP:LTV::MTA:CTA
Customer Data Platforms (CDP) promise to bring next level thinking to Life Time Value (LTV), just as Multi-Touch Attribution (MTA) advances the thinking about Cost to Acquire (CTA). CDP and MTA solutions complement each other, solving different needs and enabling different actionable insights.
C3 Metrics Announces 2023 YTD Product Improvements and Extensions
We’ve been working on a number of key improvements to C3’s product offerings this year-to-date:
Site Traffic ≠ Outcomes
Site Traffic ≠ Outcomes
Website traffic is a crucial metric that businesses and marketers track religiously. After all, the number of visitors to a website seems like a direct measure of success, right? Well, not quite. While site traffic is undoubtedly important, it’s essential to recognize that it is merely a touch point along the path to achieving meaningful outcomes. In this blog post, we’ll explore why site traffic should be viewed as a touch point rather than an ultimate outcome in your digital marketing strategy, and emphasize the value of connecting advertising to real business outcomes.
X-Factor: 1 — Incrementality: 0
Incrementality, the sort-of-new-kid-on-the-block in advertising measurement, is neither curious or explanatory. There are real-world limits on its utility.