Comments on: The Attribution Opportunity – Widening the Top of the Funnel http://www.attributionmanagement.com/2010/01/the-attribution-opportunity-%e2%80%93-widening-the-top-of-the-funnel/ The process of tracking, assembling and properly valuing the entire team of online ads and marketing initiatives that lead to a conversion. Thu, 21 Jan 2010 18:36:39 -0500 http://wordpress.org/?v=2.8 hourly 1 By: Rebekah Paul http://www.attributionmanagement.com/2010/01/the-attribution-opportunity-%e2%80%93-widening-the-top-of-the-funnel/comment-page-1/#comment-407 Rebekah Paul Thu, 21 Jan 2010 18:36:39 +0000 http://www.attributionmanagement.com/?p=1441#comment-407 Another advantage marketers can seek out is fully understanding the market/customer, from the use of traditional market research. Pre- and post-campaign data can help a marketer understand whether awareness was increased, what people thought of the campaign, attitudes towards the product/service, intent to purchase, what attributes people apply to the brand, who the competition is and where they stand, etc. Evaluating the creative on your target market to make sure it resonates properly before the big money is spent is the best "insurance" you could buy in a marketing campaign. The company I work with, C.A. Walker, does a lot of this type of work. Another advantage marketers can seek out is fully understanding the market/customer, from the use of traditional market research. Pre- and post-campaign data can help a marketer understand whether awareness was increased, what people thought of the campaign, attitudes towards the product/service, intent to purchase, what attributes people apply to the brand, who the competition is and where they stand, etc. Evaluating the creative on your target market to make sure it resonates properly before the big money is spent is the best “insurance” you could buy in a marketing campaign. The company I work with, C.A. Walker, does a lot of this type of work.

]]> By: Dave http://www.attributionmanagement.com/2010/01/the-attribution-opportunity-%e2%80%93-widening-the-top-of-the-funnel/comment-page-1/#comment-406 Dave Thu, 21 Jan 2010 17:16:53 +0000 http://www.attributionmanagement.com/?p=1441#comment-406 Correction - the open question is "how to do" - thx Correction – the open question is “how to do” – thx

]]> By: Dave http://www.attributionmanagement.com/2010/01/the-attribution-opportunity-%e2%80%93-widening-the-top-of-the-funnel/comment-page-1/#comment-405 Dave Thu, 21 Jan 2010 17:15:52 +0000 http://www.attributionmanagement.com/?p=1441#comment-405 Joy, You've done a nice job creating a case for "what to do", but this article doesn't address the more important question of "what to do", in other words, what are some proven methodologies for capturing behavior at the top of the funnel? Can you point your readers to more detail on how to accomplish your recommendation? thanks Dave Joy,
You’ve done a nice job creating a case for “what to do”, but this article doesn’t address the more important question of “what to do”, in other words, what are some proven methodologies for capturing behavior at the top of the funnel?
Can you point your readers to more detail on how to accomplish your recommendation?

thanks
Dave

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