Russell McAthy: Doing attribution the right way in eCommerce

#CVOLive #CLV #ecommerce #cvo #marketing #growth

In today's market, everyone is doing attribution, regardless of the technology, channels, or strategies they use to reach more customers.

What makes a business successful should not be defined by what the analytics platforms are telling them to look for, but measured by the KPIs that accurately measure the value of each customer by the channel they came from.

Russel McAthy, CEO and Founder of Ringside Data, shared his best insights on creating a smart attribution model for eCommerce companies, how to get better data, how to use post-purchase surveys in a smart way, multi-channel marketing, and much more!

TIMESTAMPS
00:32 - Intro
00:58 - A bit of background
02:42 - The present
04:40 - What’s the outcome of improving the CLV?
06:35 - Solving the attrubution
13:24 - Actions taken after collecting data
17:36 - How do post purchase surveys fit into the picture
25:13 - Campaigns and their reliability
28:22 - Russell’s recommendations
30:16 - Outro

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