Top Three Happenings from the World of CPL and Traditional Media that May Impact Your Business

Part one of Three: Response integration and attribution

Staying on top of the trends and happenings with regards to CPL and media is a key priority for us at Datamark. We’ve compiled a three-part series that feature observations which may be key to your future marketing plans as you look to attract the attention of a continually changing group of prospective students.

#1 Happening: Response integration / attribution the digital world. 

  • Marketing attribution is the practice of determining the role that communication channels play in impacting and influencing the customer journey down the decision funnel.
    • 82% of polled companies report using some form of attribution in the last 2 years.  28% report adding in the last 6-months.
    • Attribution techniques vary widely:
      • Last click is the most common (54%)
      • First click and custom weighting by channel score as the 2nd and 3rd most common way to credit the response.
      • Time decay model suggests the click closest to the conversion is valued most.
      • “Divide equally” attribution model that gives equal credit to all clicks in the conversion funnel.
    • Changes to channel investments resulting from attribution (% of marketers who will significantly increase or show some increase in spending) by channel as a result of their optimization efforts:
      • Paid Search – +60%
      • Online display, SEO, social and mobile – +50% –
      • Email – + 46%
      • Affiliate – +31%
      • TV / Radio – +29%
      • Direct Postal Mail – +19%
        • Source:  2012 Google Agency/ Corporate Attribution Study 

Let us help you evolve your CPL and media strategies to more effectively reach students in a manner in which they not only prefer, but also one that drives results. Contact Scott Jager, Director of Business Development, for more information at or 801-639-1657 to learn more about partnering with Datamark.

Scott Haslam

Scott Haslam has been with Helix Education for 3 ½ years and has over 8 years of experience in the Higher Education industry. He earned his BA degree in Communications from Brigham Young University.