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Data-driven attribution: the cure for discount code abuse?


Produced in association with Fospha. When measuring the effectiveness of discount codes, retailers often get it wrong. In this article, we’ll look at how data-driven attribution can help businesses better understand where discount codes produce the best ROI. Retailers often don’t consider discount codes in the same way they do traditional …

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How to Build a Google Analytics Tracking Code


Need more input? Like Johnny Number 5 eats the Encyclopedia Britannica in the above clip from the 1986 gem “Short Circuit,” as optimizers we are constantly looking for more input. Google Analytics tracking codes are one way we can track how recipients are interacting with our content. Also known as UTM codes, tracking parameters or …

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Lifting the lid of the search box: Excel tips for search marketers


The motivational quote encourages us to “think outside the box”… But for once, I want you to think behind the box. Have you ever thought about the cogs, bots, artificial intelligence and other algorithms that are getting in motion every time someone hits the “search” button? The computing forces in …

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