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The Winning Curve

Powered by SourceKnowledge

A blog about adtech, data based insights, and the tools that empower better marketing.

Performance

Key Metrics Marketers Are Fooled to Believe, and Those They Cannot Ignore

The following are five metrics that are less important than you may think, and four metrics that you should be giving more attention.
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Performance

The Must-Do Digital Checklist of the Holiday Season

With consumers shopping for the holidays as early as September and advertising campaigns following suit, the start of fall is a crucial time for any brand to make a name for itself.
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Performance

Meet SourceKnowledge At Shop.org 2017

If you’re going to be at Shop.org, we want to see you at booth #1752.
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Performance

What Success Looks Like for Modern Marketing

Naturally, you want to be successful with the strategies and implementation that fit your organization and its audience - that leads to the question: what does success look like in modern marketing?
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Performance

Artificial Intelligence and its Future in AdTech

AI is known as a technology opportunity you can’t afford to ignore. But as this technology continues to develop, you may have many questions about using AI as part of your advertising strategy.
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Performance

Why Are Marketers Still Relying on Last-Click Attribution?

Attribution changes the way you invest in your advertising efforts and helps you understand your customer’s journey. So why are so many marketers still using last-touch for their attribution model?
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Performance

SourceKnowledge Wants To See You At eTail East 2017

SourceKnowledge will be hosting a keynote presentation titled: Can Video Help Drive Performance? BuildDirect Says Yes as well as exhibiting at booth #509. Don't miss your chance to see us.
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Performance

SourceKnowledge Expands North American Footprint with Office Openings in Los Angeles and Toronto

SourceKnowledge today announced the opening of new offices in Los Angeles and Toronto, expanding its presence in the U.S. & Canada. The company has hired four employees to staff these new locations.
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Performance

Native Advertising: Is It Deceptive?

As consumers become less influenced by obvious advertising tactics and savvier in their shopping habits, the challenge is in finding more natural ways to reach, engage and convert those key audiences.
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Performance

The Key To Winning Data Driven Marketing: Attribution

As a marketer, you need to know exactly which pieces of content — emails, landing pages, blog posts, social media posts — are leading visitors to become buyers. This is where attribution can help.
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Performance

Do More With Data: The New Foundation of Digital Marketing

The key to winning in advertising today is DATA. With 6 to 8 touchpoints within the customer journey, It’s critical to glean the proper insights in order to maximize your sales.
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Performance

Turning Insights Into Actions

Turning data into actionable insights can be an unstructured process, but the following first steps will put you on the right path to telling your unique data story and putting it into useful action.
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Performance

How To Optimize Your Video Campaigns: The 80/20 Rule

Most digital advertisers don't know is that not all videos are created alike and putting up a video doesn't mean that you'll attract more customers. You have to follow the 80/20 rule in advertising.
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Performance

The Ad Tech Investropreneur: Put Your Money Where Your Expertise Is

There's an interesting trend happening in the market today: ad tech companies are beginning to invest in other startup ad tech companies.
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Performance

Attending eTail Canada 2017? Come See SourceKnowledge.

If you’re going to be at eTail Canada don’t miss the opportunity to attend our Roundtable or to chat and connect with our sales and marketing team at booth #4. The best part? The coffee's on us.
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Performance

Performance Advertising: Focus on Outcomes

The way today's digital marketers are measuring the success of campaigns is evolving. Let's examine the evolution, impact and process of performance advertising to get a better understanding.
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Performance

How To Create Data Driven User Profiles

What are data-driven user profiles, and how can they help you, the Internet marketer, collect the data that you need to create the marketing campaign that is most successful for your needs.
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Performance

Which Sites Are Worth Advertising On?

Thanks to today's increasing prevalence of 'fake news' and other internet problems, savvy business owners need to be careful about where they advertise.
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Performance

Moving Beyond Whitelists In Performance Campaigns

As brand safety becomes a critical issue to tackle in the ad tech industry, there is new technology available that is superior to whitelists for companies to enhance their brand safety.
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Performance

The UX of Advertising: Should You Care About User Experience?

Digital advertising has evolved from the goal of simply catching the user's attention to now creating a compelling and seamless path to purchase that focuses of the user's experience with a brand.
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Performance

Geofencing, Geotargeting and Beaconing: Which Works Best?

Location-based marketing can be a powerful tool to drive customer acquisition, but there isn’t only one type of targeting. Your specific goals will dictate which type will be the most successful.
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Performance

Why Shorter Ads Work Well On Digital

When it comes to digital advertising, the conventional wisdom used to be that 'longer is stronger.' Today, however, many digital marketing companies understand that shorter ads perform better.
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Performance

Remarketing 101

Let's take a look at what, precisely, remarketing is, as well as five of the best practices for a proper remarketing campaign.
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Performance

Incent Traffic: Does It Work?

Apart from its benefits, however, incent traffic also has some drawbacks that bring its overall effectiveness into question.
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Performance

The Importance Of Data-Driven Ad Creative Personalization

When it comes to creative personalization, there is perhaps nothing more important than using acquired data to personalize the ad experience for your users.
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Performance

How To Build A Performance Focused Landing Page

We came up with this list of tips and tricks on what elements your landing pages should have to conduct a successful marketing campaign that generates qualified leads and increased sales.
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Performance

What Should You Expect From Your Ad Campaign?

It is crucial for you to understand different channel benchmarks that will demonstrate the effectiveness of an ad campaign.
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Performance

You're Doing Audience Segmentation Wrong

As professional marketers, we need to reevaluate how we segment audiences, which 'audience' we put certain people in, and why.
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Performance

Why You Need to Start Paying Attention to Micro-Conversions

Why it is important to measure micro-conversions and how you can apply this knowledge to a marketing plan in the future.
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Performance

Can Advertising Be Great Again?

A look at the lessons from advertising in the last year to learn for 2017.
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Performance

10 Skills Marketers Will Need in 2017

10 skills that marketers need, as well as the reasons why those skills are more important now than ever before.
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Performance

How to Get Your Team Excited About Data Driven Advertising

There are a few things you can do to get your team excited about data driven advertising, even if they aren't technically minded.
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Performance

How To Use Google Analytics Like A Pro

If you're serious about digital advertising, it is absolutely essential to understand analytics.
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Performance

Understanding Multi-Touch Attribution

An attribution model is a system for applying credit to different touchpoints in a customer’s conversion path. Are you using the right model?
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Performance

The SourceKnowledge Guide to Understanding Attribution

Data analytics promises to reveal exactly what motivates specific customers to convert, to become brand advocates, and to stay engaged as loyal customers.
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Performance

Creating A Compelling Path to Purchase

Patrick Hopf, President of SourceKnowledge, describes the proper way to create a compelling path to purchase for new customers - just because you build a website doesn't mean anyone will visit.
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Performance

What Marketers Can Learn From The Cautionary Tale Of Criteo Vs. SteelHouse

The unsophisticated approach many marketers take toward attribution has created a climate where this type of fraud can occur.
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Performance

Advanced SaaS Metrics

For SaaS businesses, metrics can be crucial to optimizing and improving your services. In fact, SaaS businesses often face unique and difficult challenges that traditional models lack.
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Performance

View-Through Conversions Is the Most Important Metric You Probably Aren’t Tracking

One of the most important metrics, in modern digital marketing is view-through conversions... and the chances are high that you don't know enough about them to track them.
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Performance

Attribution Models: The Good, The Bad, and The Ugly

Organisations are turning to marketing attribution to determine the role that various channels and ad events play in influencing the customer journey. But many marketers are still missing the mark.
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Performance

People of Ad Tech: SourceKnowledge President Patrick Hopf

SourceKnowledge President Patrick Hopf tells WIT Strategy Partner Bill Brazell that that the right data can explain the value of each consumer a company brings in.
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Performance

Why You Shouldn’t Be Using Last-Click Attribution (Infographic)

Most marketers understand the value of attribution as it relates to measuring campaign results. However, today’s attribution models vary widely in terms of sophistication and effectiveness.
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Performance

How To Be A Data-Driven Marketer (When You're Not A Data Expert)

Data will play a key role in your success, but knowing which data is important can be challenging. If data is not your area of expertise, focus on these metrics.
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Performance

Attributing Conversions to Your Campaign

Even the best-laid digital marketing plans can be led astray if there's only one conversion channel to consider.
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Performance

What Post Click Behaviour Says About Your Marketing Campaign

Certain metrics have become so ubiquitous in marketing that many brands have stopped questioning their real value.
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Performance

Best Practices For Creatives

You need a design approach focusing on creative best practices, from considering multiple audience segments to incorporating data into your process.
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Performance

In-App Advertising: What's The Best Go To Metric?

When it comes to in-app advertising, it's not always obvious which metric to use to measure the effectiveness of your ad.
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Performance

5 Things I Learned at the Canadian Internet Marketing Conference 2016

Last week in Squamish, British Columbia, hundreds of digital marketers gathered for the 2016 Canadian Internet Marketing Conference.
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Performance

The Best KPIs For Your Video Campaigns

While views are definitely important, they are just one of many pieces in the puzzle.
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Performance

Understanding The Path To Conversion

Today, the path from a customer clicking a search ad to converting (i.e. buying products, finding a store) is not only well understood, but it’s widely accepted.
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Performance

Why Last-Click Attribution Doesn't Work

Last-click attribution leaves a lot of open-ended questions for marketers who want to acquire a deeper understanding of a click path.
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Performance

10 Landing Page Mistakes to Avoid

Here are 10 mistakes to sidestep when you're setting up your landing page.
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Performance

How the Weather Can Affect Conversion Rates

The weather affects all of us and a little bad weather can force businesses to change their plans. If you plan for a rainy day, your business could gain a vital edge.
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Performance

Marketing Attribution: The Basics

How do attribution models, data-driven or otherwise, fit into your marketing organization’s priorities?
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Performance

How To Win At Customer Re-Engagement

A lot of time and effort is spent on prospecting first time viewers. While this certainly an important step in any marketing strategy, many brands are missing out on engaging with existing customers.
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Performance

How To Drive Conversions With Video

Video is a powerful piece of content. Use it correctly to turn the dial up on your conversion rate.
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Performance

5 Best Practices For Direct Response Video Campaigns

If your ad isn’t engaging, why are you running it?
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Performance

Just Add Data: How Retail Marketing Is Changing

Creating a seamless omnichannel strategy is easier than you think.
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Performance

Digital Micro-Moments: How Mobile Has Changed How We Buy Online

Today's consumers shop across devices in micro-moments throughout the day. Learn how to optimize for all of them.
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Performance

How To Reduce Your Cost Of Customer Acquisition

CAC is a key metric and should always be a factor in your ad buying decisions.
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Performance

How To Leverage Closed-Loop Attribution For A Better Return On Ad Spend

Attribution lets marketers optimize impression-based initiatives and justify budgets. It’s a key factor in gauging the success of cross-channel campaigns at scale.
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Performance

Don’t Overlook Conversion Attribution

What really matters is a brand’s ROI, and that’s tied up in understanding the path to purchase of the consumer who actually makes a purchase.
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