Last Thursday was the first Search Firestarters event, hosted by Google and Only Dead Fish – and we were lucky enough to get an invitation. Here are our top takeaways!
Martin McNulty, from Forward3D
- Don’t try to attribute your way out of a rubbish marketing campaign. If your marketing is rubbish no attribution model will fix that.
- Modelling is not measuring – it’s about statistics and odds.
- Concentrate on what you can control – it’s all very well finding out the volume of search depends on cloud cover, but you can’t control the weather so you can’t do anything about it.
- Some companies will get most conversions from just one click – there’s not much point doing attribution modelling if it’s only for a couple of conversions.