MARKETING
5 Things I Learned About E-A-T by Analyzing 647 Search Results
The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
As a writer at a content marketing agency, I’ve written for a lot of different clients, and almost everything I’ve produced has been intended to rank on Google and encourage website traffic.
Here’s the challenge I (and every other marketing writer on the planet) am up against: search competition.
No matter what industry you’re in, or target audience you’re speaking to, you’re not alone. You have competition. And if you and your competition both understand the SEO game (which is very much the case for most companies nowadays), then what do you have to fall back on to protect your visibility in the all-important SERPs?
According to Google, it’s E-A-T: Expertise, Authoritativeness and Trustworthiness.
But here’s the complicated thing: Every one of my clients — even the small ones thriving in very big industries — has expertise, and authoritativeness, and even trustworthiness. So, how does that help them in search? And how can they possibly prove to Google, amid all the noise and competition and other experts out there, that they deserve a place on Page 1?
Last year, I set out to find out.
Methodology
Google is pretty clear about the fact that websites need E-A-T, but what they don’t really clue us in on is what E-A-T actually is or how it’s measured. I hypothesized that, if I compiled a big list of SERPs and closely analyzed all the Page 1 results, I could narrow down what may comprise E-A-T.
Theoretically, E-A-T affects different industries in different ways. That’s because some topics and subject areas are more critical than others to have extremely reliable information — like when you’re searching for information about prescription drugs or complicated financial products.
So, the first thing I did was choose seven topic categories to focus on: legal, insurance, health care, loans, pharmaceuticals, military, and informational questions. Next, I picked 10 queries for each category.
Then I searched. The resulting 70 SERPs produced 647 results. I analyzed each of those results, looking specifically for 32 different factors.
Finally, I reviewed what I had recorded and asked:
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Which factors were the most prevalent across all 647 results?
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Which factors were most prevalent among the 210 Top 3 results?
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Were there differences in prevalent factors across the various topic categories I chose?
Before we get into the results, let’s talk about correlation vs. causation for a moment. While each of these factors seemed to be very common among Page 1 results, and it seems clear that some of these factors do play a role in establishing E-A-T, all I can really say for sure is that these traits are associated with pages that rank well in search. They could be indicators of a good page or website, but not necessarily the determining factor that’s putting them on Page 1.
With that in mind, here are five lessons I learned about E-A-T after closely analyzing the results from those 70 searches.
Lesson 1: Original, relevant, recent content is essential
Of all the lessons, this is the least surprising to me, but perhaps the most important. To rank well for relevant terms, you need to strongly demonstrate that your website belongs in search results. How? Content, obviously.
But it’s got to be high-quality content. Usually, I’d say that means you’re addressing the topic from all angles and leaving no questions unanswered. But after this SERP inspection exercise, I’d actually say the three most important characteristics of high-quality content are that it’s:
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Original
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Relevant
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Recently published or updated
Original research
One factor I sought throughout this study was original research. To me, this included any content that’s created using information the organization sources, analyzes, and publishes themselves.
Just shy of two-thirds of the results’ websites contained original research, but among the websites whose results were in the Top 3 positions, 70% had original research available. This shows the importance of creating your own, unique content — a story only you can tell. Trust me, you have one.
Relevance and topical authority
Beyond content just being unique, it also needs to be relevant to your industry and target audience. Topical authority is a weird concept because SEOs know it’s real, but there’s no way to measure it, and Google hasn’t exactly come out and said they have a topical authority ranking factor.
However, they have given us a lot of clues that point to topical authority being a highly important factor in E-A-T — like this patent they filed in 2017. Even in their recent Helpful Content Update, Google highlights questions that creators should ask themselves when considering their own site content. The question, “Does your site have a primary purpose or focus?” in particular alludes to the importance of creating content for a topic niche or specific subject area.
Given the limited tools on this subject, I decided to create my own (rudimentary) method of measuring topical authority by way of roughly determining the topic coverage depth throughout the whole website. Here’s what I did:
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Determine the parent topic of the query in question. “Insurance” is the parent topic for “types of insurance” and “world population” is the parent topic for “how many people are in the world,” for example.
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Find the Topic Coverage Score (TCS, as I call it) of each result’s website. That’s the number of pages indexed by Google that contain an exact-match of the parent term.
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Calculate the average TCS of all Page 1 results for each query.
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Compare the TSC of each result with the average TSC for that query.
After that procession of steps, I found that while 25% of Page 1 results had a TSC higher than the average, 40% of Top 3 results boasted the same. In other words, the websites that had the most topic coverage were more likely to land at the top of the page.
Recently published or updated
Half of all Top 3 and 48% of Page 1 results were dated within the previous two years. There are plenty of evergreen topics that don’t need regular content changes (the oldest result in my study was a page explaining why the sky is blue from 1997). Updating content just for the sake of giving it a new date won’t help you rank any higher in Google. However, creating timely content and updating old content as necessary could help.
Lesson 2: Your off-site, online presence matters
Here’s a lesson I wasn’t expecting to learn. When I set out on this study, I thought the biggest E-A-T factors would correspond to the website in question more so than the organization that manages it. Not so much: It became clear to me that your off-site, online presence plays a role in helping you rank in Google search results.
The vast majority (95%) of all results had third-party reviews of some kind, whether they’re Google My Business reviews, comments on Glassdoor, site trustworthiness information on Trustpilot, or something else.
Wikipedia is also a common thread between many of the results. While 89% of Page 1 results’ websites or organizations had at least one Wikipedia mention, 93% of Top 3 results did, too. As far as actual Wikipedia pages, 73% of Page 1 results and 82% of Top 3 results’ organizations had one.
The high prevalence on Page 1 tells me that it’s fairly common to have a Wikipedia connection, but the higher numbers corresponding to the Top 3 results hints at what their importance might be.
Another patent from Google, this one updated in 2018, discusses the topic of seed sites. A seed site, theoretically, is one that the search engine trusts because it generally has quality content and good, valuable links. Google hasn’t revealed whether this seed site theory is valid, or to what extent it plays a role in search algorithms (if any). But if I were to choose a seed site, Wikipedia would be a good contender. Each page has tons of links to websites with relevant information on carefully organized topics.
Another website worth mentioning is the Better Business Bureau. While it only gives limited perspective (since it only relates to Canadian and US businesses), I found that many Page 1 results’ organizations (70%) and even more Top 3 results (74%) had at least a BBB page but not necessarily a grade. In fact, a little over one-fourth of results that had a BBB page didn’t have a rating.
It seems to me that the value is in getting listed on BBB’s website more so than achieving a good grade — perhaps a North American-specific seed site of sorts.
Lesson 3: Transparency and honesty are the best policies
So far, we’ve learned a lot about E (expertise) and A (authoritativeness) but where the T — trustworthiness — really comes into sight is when we start talking about transparency.
Google states right in its Page Quality Rating guidelines that webmasters should state on their website exactly who is responsible for site content. That can be a person or people, or it could be an organization. At Moz, for example, the folks at Moz are responsible for their site content, and they explain all about it in their About page. Similarly, 91% of results I analyzed had a detailed About Us page.
Another way of being transparent about what your site is all about is by publishing editorial standards or guidelines. These documents detail how your site gets populated: where content comes from, what characteristics help it make the cut, what the organization won’t publish, and more.
43% of Page 1 results and 49% of Top 3 results had some sort of editorial guidelines published. These included information quality guidelines, pitch guidelines that reflect editorial standards, correction policies, and corporate governance documentation that addresses communication or media.
Why should publishing guidelines benefit your site? Well, I could see two factors at play here.
First off, Google’s Page Quality Rating guidelines specifically notes that “High E-A-T news sources typically have published established editorial policies and robust review processes.” That doesn’t prove that the algorithm considers the presence of editorial guidelines (or even knows about them all the time) but it does lend us insight into the mind of Google.
Second, I’d be willing to bet that there’s a strong correlation between organizations that take the time to put together editorial guidelines and those that take the time to ensure their content is worthy of their site. Additionally, the process of putting together editorial guidelines is itself a good exercise in ensuring that your website content is high quality.
Lesson 4: Connections go a long way
No business operates in a vacuum, especially not on the Internet. The connections your organization has made with others, and how you acknowledge them, make an impact on how your community views you.
Reputable partners
There are all kinds of connections a business might make with another organization. Throughout the study, I kept track of something I called “reputable partners.” To earn this mark, a website had to demonstrate a relationship between themselves and another organization that’s plainly in support or favor of their work or mission.
Some of the most common types of demonstrations of these relationships included:
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Articles and press releases announcing partnerships or outcomes.
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Explanations of the relationships between those organizations.
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Accolades from recognized organizations highlighted on-site through badges, links to award announcements, press releases, etc.
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Links to press releases or articles demonstrating the relationship between organizations, and/or award badge displays.
While 73% of the results I looked at had clear “reputable partners,” 78% of those in the Top 3 did, too. My theory for this pattern is that making it obvious which other organizations are in support of you — generally or financially, e.g. through a grant — or in favor of your mission, you’re being transparent about how your organization operates. That fits squarely with the T in the E-A-T equation.
Backlinks
Another type of connection modern businesses deal in today is backlinks. Links put the “Inter” in “Internet,” and they’ve become essential for people and (more importantly for this subject) web crawlers to understand and navigate the web.
The average number of backlinks across all 647 results I analyzed was 32,572. Among the 210 Top 3 results, it was 88,581.
It’s certainly possible to get on Page 1 with fewer than that — about one-third had fewer than 100 backlinks and 28 had none whatsoever. However, we can clearly see that link quantity is valuable.
But what about link quality? For that, we can look at Moz’s Spam Score. This metric indicates your backlink profile health, with a 1% rating as really healthy and a 99% rating as super unhealthy.
While Moz considers a “low” score to be 30% or less, 44% of Page 1 results had a Spam Score of 1%, indicating that most Page 1 results have a very clean, healthy backlink profile. Another 19% had scores of 2 or 3%. The Top 3 results mirrored these results (with 44% at 1% and 18% at 2 or 3%).
Another way we can make some assumptions about link quality is by looking at referring domains. When there are loads of backlinks but very few referring domains, it seems less likely to be the result of deliberate link-building efforts. On the other hand, a higher number of referring domains could indicate more honest link-building tactics or simply just a really good web page that others want to link to.
The average number of referring domains among Page 1 results was 752. Meanwhile, among the Top 3 results, the average was 1,594. Making connections with other organizations online by way of honest link-building efforts can be one way to expand your reach, but also show Google and other search engines that you offer quality, worthwhile content.
Lesson 5: The right technology is essential
Last, but absolutely not least, if you have a website, it needs to be set up securely so that visitors can trust that they’re not putting their data at risk by interacting with it. In my study, I found that 96% of all results (also 96% of just top 3 results) used HTTPS. Interestingly, those that didn’t most often occurred in the military portion of the study.
Websites today also need technologies for cookie notifications, and some use pop-ups to convey important messages. Others use advertising to monetize their site. In any of these situations, the website owner should aim to minimize disruption to the user’s experience. Just 42% of all results had a pop-up: most of them (81) were inviting the user to subscribe to something (e.g. a newsletter), while nearly an equal number (79) were communicating information related to cookies.
Having the right technology enabled on your website may not seem inherently connected to E-A-T — which is why I didn’t evaluate even more technologic considerations such as e-payment systems — but considering that a huge aspect of Trustworthiness online today is about data gathering and management (and the ill effects of mis-management), it’s apparent that this area matters just as much, if not more so, than all your efforts into quality content creation.
Conclusion
When I set out to uncover the factors associated with E-A-T, I fully anticipated learning about proper author attribution, source citations, and good content. I guess I was thinking with my author hat on and not my web user hat, because I was only close on one of those three.
There are a lot of activities digital marketers can do to promote their businesses and goods and services today. Content creation and content marketing, link building, local SEO, advertising, public relations, and more can all seem like great options that you can pursue.
But the truth is, they’re not options — they’re must-haves for building a holistic digital presence. After conducting this study, my advice to webmasters and business leaders would be to assess your current online presence (including but not limited to your website’s user experience) and determine where there are holes. Working to fill those holes won’t necessarily be easy, but it will be worth it when your web traffic increases and your pages begin to rank.
To see a detailed explanation of each factor considered in this study, check out the full E-A-T study report on the Brafton blog.
MARKETING
The key to correcting the C-suite trust deficit
Take a moment to search “CMO tenure” and you’ll find a wide variety of content discussing the short tenure of CMOs and how it’s among the shortest of roles in the C-suite. If you dive deeper, you’ll find that CEOs don’t seem to trust CMOs.
Boathouse’s CMO Insights study (registration required) noted several sobering conclusions:
- 34% of CEOs have great confidence in their CMOs.
- 32% of CEOs trust their CMOs.
- 56% of CEOs believe their CMO supports their long-term vision.
- And only 10% of CEOs believe their CMO puts the CEO’s needs before their own.
If these statistics also apply to the CMO’s entire organization, then it’s clear we have a trust problem with marketing leadership.
If you haven’t read Patrick Lencioni’s “The Five Dysfunctions of a Team,” I consider it required reading for anyone in any leadership role. In his book, Lencioni builds a pyramid of dysfunctions that need to be addressed for a team to succeed. The foundational dysfunction — with which one cannot build a successful team — is “absence of trust.” We see it at scale with marketing organizations today.
Introducing objectivity through data
In “Hamlet,” Shakespeare writes, “There is nothing either good or bad, but thinking makes it so.” Each organization that makes up a company looks at the company from a different perspective. What marketing sees as positive, finance may see as negative. But who’s right? No one.
Usually, there is no objectivity because leadership comes up with an idea and we execute it. It’s like the fashion proverb “Beauty is in the eye of the beholder.” Unfortunately, we’re going to struggle to run a profitable organization if it’s run like a fashion show.
Therefore, we need to introduce objectivity to how we work. Leadership needs to come together to agree on goals that align with the goals of the broader organization. One element of this conversation should be an acknowledgment that this is turning a ship.
Often leaders — especially those without marketing backgrounds — are likely to expect instant gratification. It’s going to take time to turn the ship and you and your team would do well to set reasonable expectations right away.
Dig deeper: KPIs that connect: 5 metrics for marketing, sales and product alignment
Aligning goals and metrics across the organization
With goals in hand, we need to assign metrics to their progress and agree on the source(s) of truth. Once these objective measures are in place, perspective doesn’t matter. 2 + 2 = 4 regardless of whether you’re in HR or accounting.
Every public road has a speed limit and whether you’re in compliance with it has nothing to do with your perspective. If you’re above it, you’re wrong and subject to penalties. Referring to the fashion example, it’s not a fashion show where some people like a dress and others don’t.
By using data to objectively measure marketing’s progress within the organization and having the rest of the leadership buy into the strategy, we build trust through objectivity. Maybe the CEO would not have chosen the campaign the marketing team chose.
But if it was agreed that a >1 ROAS is how we measure a successful campaign, it can’t be argued that the campaign was unsuccessful if the ROAS was >1. In this example, the campaign was an objective success even if the CEO’s subjective opinion was negative.
Data-driven campaign planning
Within the marketing organization, campaigns should always be developed with measurement top of mind. Through analysis, we can determine what channels, creative, audiences and tactics will be most successful for a given campaign.
Being able to tell the leadership team that campaigns are chosen based on their ability to deliver measured results across metrics aligned to cross-departmental goals is a powerful message. It further builds trust and confidence that marketing isn’t run based on the CMO’s subjective opinions or gut decisions. Rather, it’s a collaborative, data-driven process.
For this to be successful, though, it can’t just be for show, where we make a gut decision and direct an analyst to go find data to back up our approach. This would be analytics theater, which is a perversion of the data. Instead, tell the analyst what you think you want to do and ask them to assess it.
For the rest of the organization’s leadership, ask questions when the marketing team presents a campaign. Find out how they came up with the strategy and expect to hear a lot about data — especially the metrics you all agreed would support the company’s overarching goals.
Dig deeper: 5 failure points of a marketing measurement plan — and how to fix them
Data literacy: Building credibility through transparency
Building trust doesn’t happen overnight, but a sustained practice of using data to drive marketing leadership’s decisions will build trust if the metrics ladder up to the organizational goals and all of leadership is bought into the measurement plan.
Over time, this trust will translate into longer tenure and more successful teams through building the infrastructure needed to tackle Lencioni’s five dysfunctions.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
MARKETING
How Tagging Strategies Transform Marketing Campaigns
As a marketer, I understand how today’s marketing campaigns face fierce competition. With so much content and ads competing for eyeballs, creating campaigns that stand out is no easy task.
That’s where strategies like tagging come in.
It helps you categorize and optimize your marketing efforts. It also helps your campaigns cut through the noise and reach the right audience.
To help you out, I’ve compiled nine ways brands use a tagging strategy to create an impactful marketing campaign.
Let’s get to it.
How Brands Use a Tagging Strategy
Tagging involves using keywords or labels to categorize and organize content, products, or customer data. You attach tags to specific items or information to make searching, sorting, and analyzing data easier.
There are various types of tags, including meta tags, analytics tags, image tags, hashtags, blog tags, and more.
So, how do brands use a tagging strategy to make their marketing campaigns stand out?
Improve Social Media Engagement
With over 5 billion users, social media provides an easy way to connect with your audience, build relationships, and promote your offerings.
Use a tagging strategy to boost social media interactions. Consistently use hashtags that align with current trends and topics. This encourages people to interact with your content and boosts content visibility.
You can also use tags to monitor brand mentions of your products or your industry. This allows you to engage with your audience promptly.
Consider virtual social media assistants to streamline your tagging strategy. These AI-driven tools can suggest relevant hashtags, track mentions, and automate responses. Implementing them can save time and resources while ensuring consistent engagement across your socials.
Build a Personal Brand on LinkedIn
LinkedIn is the world’s largest professional networking platform, with over 1 billion members across 200 nations. It offers excellent opportunities for individuals and businesses to build and nurture their brands.
However, simply creating a professional profile isn’t enough to build a personal brand on LinkedIn.
Use various tags to increase your visibility, establish thought leadership, showcase expertise, and attract the right connections. For instance, use skill tags to showcase your expertise and industry tags to attract connections and opportunities within your industry. Use certification tags to help showcase your expertise and credibility to potential employers or clients.
Facilitate Customer Segmentation and Personalization
Personalization matters—more so in today’s data-driven world. In fact, 65% of consumers expect your brand to adapt to their changing preferences and needs.
To meet this expectation, consider using a tagging strategy.
Segment your customers based on shared characteristics, such as demographics, interests, purchase history, cart abandonment, and behavior.
Here’s a summary of the steps to customer segmentation.
With your customer segments ready, use tags to tailor your marketing messages and offerings to specific segments. Imagine sending targeted email campaigns based on what your customers need. That’s the power of segmentation and tagging in action!
Enhance SEO and Content Discoverability
Tagging content can have a profound impact on search engine optimization (SEO) and content discoverability. When users search for specific topics or products, well-tagged content is more likely to appear in search results, driving organic traffic to your website.
Additionally, tags can help you analyze the most popular topics with your readers. Then, the results of this analysis can help you adjust your content strategies accordingly.
And get this— certain AI tools can help analyze your content and suggest relevant tags and keywords. Using these tools in addition to a tagging strategy can help optimize your SEO strategies and boost content discoverability.
Partner with the Right Influencers
Influencer marketing has become a go-to marketing approach for modern brands. Recent stats show that 85% of marketers and business owners believe influencer marketing is an effective marketing strategy.
But how do you find the perfect influencer for your campaign?
Utilize tags to identify influencers who are relevant to your niche. Beyond this, find influencers who align with your brand values and target audience.
Additionally, look for influencers who use hashtags that are relevant to your campaigns. For instance, fashion influencer Chiara Ferragni uses #adv (advertising) and #ghd (good hair day) hashtags in this campaign.
Monitor industry-specific hashtags and mentions to discover influential voices and build profitable relationships with them.
Track Hashtag Performance
Tracking your hashtag performance helps you understand your campaigns’ engagement, reach, and effectiveness.
To achieve this goal, assign special hashtags to each marketing project. This helps you see which hashtags generate the most engagement and reach, enabling you to refine your tagging strategy.
Here’s an example of a hashtag performance report for the #SuperBowl2024.
This curated list of hashtag generators by Attrock discusses the top tools for your consideration. You can analyze each and choose the one that best fits your needs.
Categorize Content Accordingly
The human attention span is shrinking. The last thing you want is for your audience to have difficulty in finding or navigating your content, get frustrated, and bounce.
Untagged content can be difficult to navigate and manage. As any marketer knows, content is important in digital marketing campaigns.
To categorize your content, identify the main categories by topics, themes, campaigns, target audiences, or product lines. Then, assign relevant tags based on the categories you’ve identified. After that, implement a consistent tagging strategy for existing and new content.
Organizing your content using tags can also help streamline your content management workflow. Most importantly, readers can easily find the content they’re looking for, thereby boosting overall user experience, engagement, and conversions.
Boost Your Email Marketing Strategy
Email marketing remains a powerful marketing tool in today’s digital world. It’s also another area where brands use a tagging strategy to directly reach their target audience.
Use tags to segment your email list and personalize your marketing messages. Then, you can send targeted emails based on factors like purchase history, interests, and demographics.
Personalization can significantly improve open rates, CTRs, and overall engagement and conversion rates. It’s a simple yet impactful strategy to make your email marketing strategy more effective.
Plus, you can use tags to track how well your emails perform with each group. This helps you understand what content resonates best with your audience and provides insight on how to improve your emails going forward.
Enhance Analytics and Reporting
Every marketer appreciates the immense value of data. For brands using tagging strategies, tags are powerful tools for gathering valuable data.
Analyze how users interact with your tagged content. See which tags generate the most clicks, shares, conversions, and other forms of engagement. Gain insight into audience preferences and campaign effectiveness.
This granular data about your marketing efforts allow you to make data-driven decisions, allocate resources effectively, and refine your marketing strategies.
Final Thoughts
There isn’t a single correct way for brands to use a tagging strategy in marketing. You can use a tagging strategy however you see fit. However, the bottom line is that this strategy offers you a simple yet powerful way to create attention-grabbing and unique marketing campaigns.
Fortunately, tagging strategies are useful across various marketing initiatives, from social media and email marketing to SEO and more.
So, if you’re ready to elevate your marketing campaign, build a strong brand presence, and stand out among the competition, consider employing effective tagging strategies today.
MARKETING
Tinuiti Recognized in Forrester Report for Media Management Excellence
Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Media Management Services Landscape, Q2 2024.” In an overview of 37 notable providers, this comprehensive report focuses on the value B2C marketing leaders can expect from a media management service provider, and analyzes key factors to consider when looking for a media management partner such as size and business scenarios. B2C marketing executives rely on media management services to:
- Augment the efficacy of media investments
- Bridge media impressions to commerce transactions
- Enhance ad campaigns to drive performance
Report authors, VP, Principal Analyst Jay Pattisall and Senior Analyst Nikhil Lai call attention to the pressing need for providers to prove their value, deliver profitable ROAS, and drive alignment between CMOs and CFOs and thus liberate strained marketing budgets.
Our Always-On Incrementality tool – which is a part of our patented tech, Bliss Point by Tinuiti – empowers marketers to validate the incrementality of their spend on each ad set, media channel, and marketing tactic so marketers can create stronger, more focused campaigns that get the job done without sacrificing the bottomline.
B2C marketing leaders often seek and expect key business scenarios from media management service providers including media measurement and attribution, data strategy, and marketing mix modeling. MMM’s adaptability to the post-cookie/ post-IDFA world positions it as an essential tool for marketers. As businesses seek to connect the dots, leverage data, and make strategic decisions, MMM is a crucial ally in the dynamic realm of mixed media advertising. Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency.
According to the Forrester report, “46% of senior B2C marketing and advertising decision-makers say they plan to integrate performance and brand media assignments with a single media agency in the next 12 months…”
In our quest to better understand all revenue-driving aspects of a given campaign, we have started on a process to quantify the impact of Brand Equity, which we believe is one of the largest missing pieces in more accurate and complete measurement.
Learn more about Bliss Point by Tinuiti, our use cases, and our approach to performance and brand equity.
The Landscape report is available online to Forrester customers or for purchase here.
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