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• VeriSilicon and WebM Support

  24 janvier 2011, par noreply@blogger.com (John Luther)

  Guest blogger Tomi Jalonen is Director of Product Marketing for Hantro video IP at VeriSilicon

  2011 is shaping up to be an exciting year at VeriSilicon Holdings in terms of WebM support. With the new year upon us, I want to share some updates about the work we are doing at VeriSilicon to move the WebM platform forward.

  VeriSilicon has been a longtime partner of On2/Hantro (Hantro is the video IP brand that Google acquired with On2 Technologies) and we were among the first hardware partners to commit to WebM video when the codec was open-sourced last year. After promoting WebM to the semiconductor industry during 2010, we’re excited that at CES 2011 the first tablet supporting WebM with full 1080p resolution was demonstrated. VeriSilicon licensed the WebM IP to this tablet manufacturer and provided engineering support to bring the technology to the showroom floor.

  In addition to licensing IPs, this year we’ll be taking the WebM experience a step further by taping out several application processor chips—including the WebM video IP for Android phones, xPad, and Google TV—to accelerate the deployment of WebM and HTML5 video playback into the market.

  The entire VeriSilicon team is very excited about the future of WebM. We believe that the availability of high-quality, optimized WebM hardware video IP, combined with other VeriSilicon audio and multimedia IP, will be a key ingredient for semiconductor companies to create competitive consumer products. After the launch of WebM, the interest in hardware-accelerated WebM video has been immense and we will continue working with the WebM Project to enable WebM and VP8 in many more chips in 2011.

  

• What is last click attribution ? A beginner’s guide

  10 mars 2024, par Erin

  Imagine you just finished a successful marketing campaign. You reached new highs in campaign revenue. Your conversion was higher than ever. And you did it without dramatically increasing your marketing budget.

  So, you start planning your next campaign with a bigger budget.

  But what do you do ? Where do you invest the extra money ?

  You used several marketing tactics and channels in the last campaign. To solve this problem, you need to track marketing attribution — where you give conversion credit to a channel (or channels) that acted as a touchpoint along the buyer’s journey.

  One of the most popular attribution models is last click attribution.

  In this article, we’ll break down what last click attribution is, its advantages and disadvantages, and examples of how you can use it to gain insights into the marketing strategies driving your growth.

  What is last click attribution ?

  Last click, or last interaction, is a marketing attribution model that seeks to give all credit for a conversion to the final touchpoint in the buyer’s journey. It assumes the customer’s last interaction with your brand (before the sale) was the most influential marketing channel for the conversion decision.

  

  Example of last click attribution

  Let’s say a woman named Jill stumbles across a fitness equipment website through an Instagram ad. She explores the website, looking at a few fitness bands and equipment, but she doesn’t buy anything.

  A few days later, Jill was doing a workout but wished she had equipment to use.

  So, she Googles the name of the company she checked out earlier to take a look at the fitness bands it offers. She’s not sure which one to get, but she signs up for a 10% discount by entering her email.

  A few days later, she sees an ad on Facebook and visits the site but exits before purchasing. 

  The next day, Jill gets an email from the store stating that her discount code is expiring. She clicks on the link, plugs in the discount code, and buys a fitness band for $49.99.

  Under the last click attribution model, the fitness company would attribute full credit for the sale to their email campaign while ignoring all other touchpoints (the Instagram ad, Jill’s organic Google search, and the Facebook ad).

  3 advantages of last click attribution

  Last click attribution is one of the most popular methods to credit a conversion. Here are the primary advantages of using it to measure your marketing efforts :

  

  1. Easiest attribution method for beginners

  If something’s too complicated, many people simply won’t touch it.

  So, when you start diving into attribution, you might want to keep it simple. Fortunately, last click attribution is a wonderful method for beginner marketers to try out. And when you first begin tracking your marketing efforts, it’s one of the easiest methods to grasp. 

  2. It can have more impact on revenue

  Attribution and conversions go hand in hand. But conversions aren’t just about making a sale or generating more revenue. We often need to track the conversions that take place before a sale.

  This could include gaining a new follower on Instagram or capturing an email subscriber with a new lead magnet.

  If you’re trying to attribute why someone converted into a follower or lead, you may want to ditch last click for something else.

  But when you’re looking strictly at revenue-generating conversions, last click can be one of the most impactful methods for giving credit to a conversion.

  3. It helps you understand bottom-of-funnel conversions

  If SEO is your focus, chances are pretty good that you aren’t looking for a direct sale right out of the gate. You likely want to build your authority, inform and educate your audience, and then maybe turn them into a lead.

  However, when your primary focus isn’t generating traffic or leads but turning your leads into customers, then you’re focused on the bottom of your sales funnel.

  Last click can be helpful to use in bottom-of-funnel (BoFu) conversions since it often means following a paid ad or sales email that allows you to convert your warm audience member.

  If you’re strictly after revenue, you may not need to pay as much attention to the person who reads your latest blog post. After they read the article, they may have seen a social media post. And then, maybe they saw your email with a discount to buy now — which converted them into a paying customer.

  3 challenges of last click attribution

  Last click attribution is a simple way to start analysing the channels that impact your conversions. But it’s not perfect.

  Here are a few challenges of last click attribution you should keep in mind :

  

  1. It ignores all other touchpoints

  Last click attribution is a single-touch attribution model. This type of model declares that a single channel gets 100% of the credit for a sale.

  But this can overlook impactful contributions from other channels.

  Multi-touch attribution seeks to give credit to multiple channels for each conversion. This is a more holistic approach.

  2. It fragments the customer journey

  Most customers need a few touchpoints before they’ll make a purchase.

  Maybe it’s reading a blog post via Google, checking out a social media post on Instagram, and receiving a nurture email.

  If you look only at the last touchpoint before a sale, then you ignore the impact of the other channels. This leads to a fragmented customer journey. 

  Imagine this : You tell your marketing leaders that Facebook ads are responsible for your success because they were the last touch for 65% of conversions. So, you pour your entire budget into Facebook ads.

  What happens ?

  Your sales drop by 60% in one month. This happens because you ignored the traffic you were generating from SEO blog posts that led to that conversion — the nurturing that took place in email marketing.

  3. Say goodbye to brand awareness marketing

  Without a brand, you can’t have a sustainable business.

  Some marketing activities, like brand awareness campaigns, are meant to fuel brand awareness to build a business that lasts for years.

  But if you’re going to use last click attribution to measure the effectiveness of your marketing efforts, then you’re going to diminish the impact of brand awareness.

  Your brand, as a whole, has the ability to generate multiples of your current revenue by simply reaching more people and creating unique brand experiences with new audiences.

  Last click attribution can’t easily measure brand awareness activities, which means their importance is often ignored.

  Last click attribution vs. other attribution models

  Last click attribution is just one type of attribution model. Here are five other common marketing attribution models you might want to consider :

  

  First interaction

  We’ve already touched on last click interaction as a marketing attribution model. But one of the most common models does the opposite.

  First interaction, or first touch, gives full credit to the first channel that brought a lead in. 

  First interaction is best used for top-of-funnel (ToFU) conversions, like user acquisition.

  Last non-direct interaction

  A similar model to last click attribution is one called last non-direct interaction. But one major difference is that it excludes all direct traffic from the calculation. Instead, it assigns full conversion credit to the channel that precedes it.

  For instance, let’s say you see someone comes to your website via a Facebook ad but doesn’t purchase. Then one week later, they go directly to your website through a bookmark they saved and they complete a purchase. Instead of giving attribution to the direct traffic touchpoint (entering your site through a saved bookmark), you attribute the conversion to the previous channel.

  In this case, the Facebook ad gets the credit.

  Last non-direct attribution is best used for BoFu conversions.

  Linear

  Another common attribution model is called linear attribution. Here, you split the credit for a conversion equally across every single touchpoint.

  This means if someone clicks on your blog post in Google, TikTok post, email, and a Facebook ad, then the credit for the conversion is equally split between each of these channels.

  This model is helpful for looking at both BoFu and ToFu activities.

  Time decay

  Time decay is an attribution model that more accurately credits conversions across different touchpoints. This means the closer a channel is to a conversion, the more weight is given to it.

  The time decay model assumes that the closer a channel is to a conversion, the greater that channel’s impact is on a sale.

  Position based

  Position-based, also called U-shaped attribution, is an interesting model that gives multiple channels credit for a conversion.

  But it doesn’t give equal credit to channels or weighted credit to the channels closest to the conversion.

  Instead, it gives the most credit to the first and last interactions.

  In other words, it emphasises the conversion of someone to a lead and, eventually, a customer.

  It gives the first and last interaction 40% of the credit for a conversion and then splits the remaining 20% across the other touchpoints in the customer journey.

  If you’re ever unsure about which attribution model to use, with Matomo, you can compare them to determine the one that best aligns with your goals and accurately reflects conversion paths. 

  

  In the above screenshot from Matomo, you can see how last-click compares to first-click and linear models to understand their respective impacts on conversions.

  Try Matomo for Free

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  Use Matomo to track last click attribution

  If you want to improve your marketing, you need to start tracking your efforts. Without marketing attribution, you will never be certain which marketing activities are pushing your business forward.

  Last click attribution is one of the most popular ways to get started with attribution since it, very simply, gives full credit to the last interaction for a conversion.

  If you want to start tracking last click attribution (or any other previously mentioned attribution model), sign up for Matomo’s 21-day free trial today. No credit card required.

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• Announcing Piwik Community Meetup in Munich : Register now !

  5 mai 2014, par Piwik Core Team

  We’re excited to announce our second Piwik community Meetup ! This will be a unique opportunity to connect with other Piwik users, and meet the core team behind Piwik.

  Updated : presentation slides

  The Making Of The Analytics Platform Of The Future

  Piwik in Enterprise

  Piwik Analytics Platform

  Guest lecture : TV to Web Analytics

  Guest lecture : Oxid analytics with Piwik

  When and where is the meetup ? (update, see below)

  Location : Munich, Germany
  Date : Tuesday July 29th 2014
  Time : 5PM
  Language : German/English
  Cost : Free !

  Register now !

  Who can join ?

  All Piwik community members (users, translators, contributors) are warmly invited to join the meetup. Almost all of the core team will be present, we’re looking forward to meeting you !

  What to expect for the Piwik meetup ?

  The meetup will consist of three speakers giving quick 15-20 minute presentations followed by Q&A.

  • Discover some of the upcoming features
  • Learn tricks to make the most out of Piwik
  • Networking and socialising… and an after party in a local bar to continue the discussion !

  Who can join the meetup ?

  This meetup is open to all Piwik users and members of the community.

  • If you are using Piwik to improve your websites and apps, or generally curious about digital analytics and marketing
  • If you are interested in the platform, integrating your app with Piwik or building plugins, come meet with other developers and creators of Piwik

  Timing

  • Doors open at 17:00
  • Starts at 17:30
  • Ends at 20:00 – 20:30

  Schedule

  • 17:30 – Welcome speech (Peter Boehlke (german))
  • 17:40 – Piwik for governments & corporations – Piwik PRO case study (Maciej Zawadziński english)
  • 18:05 – Break (25 minutes) – Coffee, Tea, pastries and cold buffet (free)
  • 18:30 – Overview of the platform Piwik, custom data tracking, publishing on the new Marketplace (Thomas Steur (german))
  • 18:55 – Break (10 minutes)
  • 19:05 – Piwik users present interesting real world use cases (german)
    – TV-to-Web analytics (Jasper Sasse)
    – Piwik from a SEO’s perspective (Thomas Zeithaml)
    – Using the Piwik Framework to analyze Shop-Data (Joachim Barthel)
  • 19:30 – Break (10 minutes)
  • 19:40 – Next big features, milestones, future roadmap (Matthieu Aubry english)
  • 20:05 – Break (5 minutes)
  • 20:10 – Summary & end of the conference (german)
  • After party at a nearby bar or restaurant (open end)

  Call for Papers

  We would like to hear about how you use Piwik ! If you’d like to present your interesting use case on the conference (speaking time 5 to 7 minutes), please contact us at hello@piwik.org !

  Meetup location

  Munich Workstyle
  Landwehrstraße 61
  80336 München
  Location / Directions

  Parking space is limited : We recommend to use public transport !
  Stations nearby :
  
   S-Bahn : Hauptbahnhof, Stachus (both 700m)
  
   U-Bahn : Stachus (700m), Theresienwiese (400m)

  Beverage pricing
  
   Mineral water : EUR 3,10 (0,75l)
  
   Softdrinks / juices : EUR 2,10
  
   Beer : EUR 2,80

  

  A special thank you to our sponsor Mayflower GmbH !
  
  
  

  Register now

  Seats are limited, please register today to secure your seat :
  Register now !