Why real-time attribution is (mostly) irrelevant, and what to do instead
To get the most out of your marketing attribution, contributor Alison Lohse believes right-time insights are far more important than real-time...
Alison Lohse
Alison Lohse is CSO and Co-founder of Conversion Logic. Alison spent the last 18 years focused on digital strategy for a number of Fortune 100 companies across many industries including telecom, retail, travel, B2B, CPG and tech. Her expertise and focus on client service, advanced analytics, media planning and optimization lends Alison a unique ability to drive digital strategies that scale brands helping them reach a wider audience. Cutting her teeth on digital starting in 2000, she worked across the interactive media practices at Starcom IP, then Avenue A, Razorfish and SMG with a focus on sophisticated media buying through analytics and optimization. Most recently, Alison was the Regional VP of Visual IQ, Chicago. Alison earned an MA from the University of Manchester (UK) and holds a degree in art history from Lawrence University.
How to bridge the gap between brand and direct response marketing
How do you reach common ground between brand and direct response campaigns? Columnist Alison Lohse says we need new metrics and more granular data to...
Why mapping the customer journey is critical to your measurement program
Columnist Alison Lohse explains why insights into the customer journey are key to helping your measurement program reach its full...
What’s in a name? MMM, multi-touch attribution and cross-channel attribution compared
Attribution invokes a ton of buzzwords, and navigating them can be tricky. Columnist Alison Lohse walks you through the differences between marketing...
How to choose martech tools that your team will love
Marketing technology can be hugely beneficial to your organization, but only if these tools empower the people using them. Columnist Alison Lohse...
How to implement an optimization framework for long-term attribution success
Columnist Alison Lohse offers a framework around which to structure your attribution program and stay aligned to organizational goals by...
4 steps to ROI-positive marketing attribution in 90 days
So, you've just implemented a new marketing attribution solution. Now what? Columnist Alison Lohse explains how you should be spending those first...
Why machine learning is critical to multi-touch attribution
Columnist Alison Lohse notes that in today's complex marketing atmosphere, marketers need tools that can quickly and accurately make sense of myriad...
Own your marketing data: To-dos for good data governance
While it's not glamorous, columnist Alison Lohse points out that working to achieve strong data governance is crucial to ensuring consistency, both...
6 questions to help you evaluate an attribution modeling vendor
How do you choose the right attribution modeling vendor? Columnist Alison Lohse offers six questions to help you attain transparency and navigate the...
