April 2015
Beginner to intermediate
224 pages
5h 22m
English
book
Personalized Digital Advertising: How Data and Technology Are Transforming How We Market
by Diaz Nesamoney
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19. Conversion Tracking and Attribution
Dynamic creative optimization (DCO), an early form of personalized advertising, was used to try to figure out what combinations of creative and messaging produced the best results in converting users to customers. As a result of DCO, many efforts at personalization of ads are also focused on tracking the impact of personalization on conversion (also called attribution).
Attribution itself is a broad subject. For many brands, it involves trying to measure which marketing channels/media are producing the best results in terms of converting prospects to customers. This is often much easier said than done due to the complexities (or impossibility) of identifying a user across media channels like TV, print, ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.