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Rakuten Marketing Blog
Read our latest report out of the UK!
Written by The Drum and Rakuten Attribution, this white paper showcases what attribution can power beyond channel valuation. Featuring insights from industry experts and several leading UK brands, the report reveals five unexpected ways attribution can boost the bottom line, including:
To reach consumers, modern marketers must embrace more marketing channels and devices than ever before. Despite an awareness of how consumers move between devices when they buy online, according to recent research conducted by The CMO Club, 55% of CMOs don’t currently have an omnichannel marketing strategy in place.
Brands today are spending a vast amount of marketing budget across a multitude of marketing channels. Yet for marketers, understanding how the different channels perform together is still a problem. There is a lot of data available, but thanks to siloed channel activity and multiple reporting systems, it’s not easy to bring it all together in a transparent, meaningful way.
According to SimilarWeb, 65% of total e-commerce traffic in January came from mobile devices. Yet, despite the dominance of mobile, brands should resist the urge to have a conventional approach to these high volumes.
In order to truly understand consumer journeys, brands need to go beyond simply knowing which devices their customers are using to visit their website. Modern marketers also need to be able to identify and connect single users across mobile, desktop and tablet.
Rakuten Attribution is always looking for new ways to empower and inform our clients.
We recently partnered with online learning company, Dot Native to create a series of eLearning videos designed to transform the way marketers view attribution.
The videos are under four minutes long and topics include:
- What is Attribution
- The Gathering and Joining of Data
- The Three Stages of Attribution that are Crucial to Success
Dot Native is currently offering 7 days of free access to the attribution masterclass in addition to all of their other digital marketing courses.
It is only available to the first 1,000 people, so take advantage of this opportunity today!
While the opportunities to capture data across devices, online, and from your brick and mortar stores continue to grow, many marketers find it daunting to convert big data into digestible insights.
When we talk about ‘attribution,’ often the conversation is drawn towards one thing: the sharing algorithm. Are you using a rules-based model? Is it statistical? Does it include machine learning? As interesting as this is, it can be a distraction from where the true value of attribution lies.