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.

We’ve been working on a number of key improvements to C3’s product offerings this year-to-date:

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.

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.

Incrementality is a flawed measurement technique, best applied early in an analytic program’s development, and with full recognition of its base assumptions and flaws.