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Marketing Attribution is defined as the process of identifying a set of user actions known as events or touchpoints that contribute in some way to achieve the desired output. Each of these actions is later assigned a value. These events or touchpoints include any branded interaction caused from a TV commercial to a promotional email offer. Marketing attribution is a strong tool for those individuals who can uncover various inner workings of their efforts and to use this knowledge in creating game-changing marketing strategies. By using this tool, marketers understand their customer and touchpoints with highest engagements to create effective marketing strategies. They also use it to understand the value of the customer and looks into the campaign to get insights on how to creatively solve the problems faced by the company and its customers. The common types of marketing attribution models are First-Touch Attribution, Last-Touch Attribution and Multi-Touch Attribution....

Search Engine Results Page (SERP) is a list of results displayed on search engines like Google, Bing, Yahoo, etc. in response to a specific query or phrase. The results include a listing of linked web page titles, its URL, a brief description of the contents in that page and at times, points of interest within that website. The term SERP is often used by Search Engine Optimization (SEO) specialists and Search Engine Marketing (SEM) practitioners. It contains two types of content – paid and organic results. Organic results are those pages that are displayed on the pages of SERP as a result of its algorithm. SEO specialists aim at optimizing web content to bring their webpage in the top positions of SERP because it is regarded to be the most useful content pages and as it goes down, it becomes less relevant. Whereas, paid results are ads from brands that are displayed when keywords provided by advertiser matches with the user’s query. Such ads are configured either through sea...

Buyer Persona is a semi-fictional representation of a brand’s ideal customer based on market research. Being a research-based profile it describes who your ideal customers are, their challenges and decision making patterns. This provides a complete structure and insight to determine where a company should focus their time on, guide product development and also allow alignment across the organization. As a result, the company will be successful in attracting more valuable visitors, leads and convert them into their customers. A company should go deep into sources that provide insights into attitudes, concerns and criteria influencing the buying decision. With this data, companies align marketing decisions according to their buyer’s expectations. To collect such data, refer industry articles about the present consumers, conduct online surveys or personal interviews, analytics tools for websites, etc. Buyer Personas guide a company in many ways. Building effective marketin...

Monthly Recurring Revenue (MRR), as the name suggests, is a consistent amount of income that a business receives every month. Used by subscription businesses and SaaS (Software as a Service) companies, MRR is used to anticipate their 30 days income for the subscription of a company’s product or service. It has emerged to become a significant metric for calculating a business’ revenue when compared to traditional metrics. As a business grow, it is equally important for it to identify the factors that lead to a change in MRR values over a period of time. And the total amount of such recurring revenues that a brand loses to account cancellations or closures are called as MRR churn. MRR values for a brand can be improved by charging the right amount from your users and providing the users exactly what they want. Often, businesses tend to charge less for their offerings on the thought of losing out customers. The amount you receive from your users and the value they get fro...

Earnings Before Interest, Tax, Depreciation and Amortization (EBITDA) is a metric for measuring a company’s operating performance. It is an alternative method for evaluating a company’s performance without factoring in financial, accounting or tax decisions. EBITDA= Earnings before Interest and Tax (EBIT) OR Operating Profit + Depreciation + Amortization OR EBITDA= Net Income + Interest + Taxes + Depreciation + Amortization EBITDA is used to analyze and compare the profitability among different companies and industries which is calculated from the information found in a company’s financial statements. The earnings, tax and interest values are found in the income statement while depreciation and amortization values in the notes to operating profit or in cash flow statement. Companies tend to highlight their EBITDA value when their Net Income is not impressive. It can be sometimes used to distract investors from showing a company’s lack of profitability. Certai...