Articles by Michelle Param

9 reasons why your company needs accurate revenue attribution

3 Jun 2022 in

9 reasons why your company needs accurate revenue attribution

Every customer journey is different. No matter how carefully you plot your marketing campaign, everybody will interact with different touchpoints at different times. This can make it tricky to understand which specific activity triggered that all-important purchase, especially if what began as...

How to Optimise ROAS Using Google AdWords in 2022

3 Jun 2022 in

How to Optimise ROAS Using Google AdWords in 2022

Marketing budgets have fallen to the lowest levels in recent history and this means savvy marketers are working harder than ever to demonstrate that their campaigns are having real impact on revenues. ROAS - return on ad spend - is one of the most popular metrics, as it measures the amount of...

ROAS for eCommerce: How Retailers Can Track Campaigns for Improved Profit

3 Jun 2022 in

ROAS for eCommerce: How Retailers Can Track Campaigns for Improved Profit

It comes as no surprise that the pandemic has put pressure on many industries, but retailers have found it particularly challenging. Marketers too are feeling the squeeze, with a recent survey finding that marketing budgets have dropped by almost 5% in the last year. This makes accurately tracking...

Pulse Check: Roaring start to the year for automotive call volumes

3 Jun 2022 in

Pulse Check: Roaring start to the year for automotive call volumes

There’s no doubt that the pandemic has accelerated the engagement of digital channels, and customers have now become more accustomed to being online for more of their purchase journey. Despite this, a recent YouGov survey found that 62% of buyers are still not in favour of making a car purchase...

The Ultimate Guide to Attribution Model Types in 2022

3 Jun 2022 in

The Ultimate Guide to Attribution Model Types in 2022

Last touch attribution. Single touch attribution. Positional. Time decay. What does it all mean anyway? There are so many attribution model types available to marketers that it can be difficult to understand which one is right for your business.

How To Use Marketing Attribution Software to Enhance your Multi-touch Attribution Reporting

3 Jun 2022 in

How To Use Marketing Attribution Software to Enhance your Multi-touch Attribution Reporting

Change is the only constant in life, and the same can be said of marketing. With tactics, trends and technology constantly evolving, it’s important that marketers understand how they’re acquiring and converting leads to accurately report attribution.

Pulse Check: Call volumes experienced strong year-on-year growth through Q1 2022

3 Jun 2022 in

Pulse Check: Call volumes experienced strong year-on-year growth through Q1 2022

At the start of the year, our call tracking data showed a healthy uplift in call volumes across the travel, retail and automotive industries.

B2B Marketing Attribution: the ultimate guide

3 Jun 2022 in

B2B Marketing Attribution: the ultimate guide

Customer journeys are never as simple as going from A to B. When it comes to B2B purchase decisions, it can look more like A to C, then a pit-stop at X, than R. With so many stakeholders invested in purchase decisions such as gatekeepers, end users and the all-important decision maker, how can you...

Get credit everywhere it’s due: Why agencies need to prove the offline value of their campaigns

3 Jun 2022 in

Get credit everywhere it’s due: Why agencies need to prove the offline value of their campaigns

Research shows that 91% of UK marketers believe that Martech budgets will increase next year, from their current average of £533,300. And agencies are often at the forefront when it comes to advising their clients on how best to measure success. But are they investing wisely?

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