Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

In November, Facebook announced a new tool for marketers: the ability to track conversions after members of the social media network… In November, Facebook announced a new tool for marketers: the ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marilois Snowman, CEO and founder of ...

The Advertising Research Foundation’s (ARF) “Attribution & Analytics Accelerator” conference concluded Thursday with a focus on attribution models. Alice Sylvester, Partner of conference co-host ...

For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...

Learn how to measure measure paid search, and its contributions across channels, without getting bogged down by data. There are numerous ways to measure paid search and its contributions across ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dmitri Kazanski, head of product for North ...

Attribution is a serious challenge for marketing. It always has been and will continue to be as cookies go away and privacy regulations grow stricter. There is an answer to the attribution problem, ...

One of the biggest challenges in marketing is quantifying the influence of each customer touch point. Even marketing teams that can map the entire customer journey have trouble identifying the exact ...

Proper attribution is a challenge for marketers. Customers that purchase on the very first visit to a website are a rare species, and marketers spend most of the time unraveling the tangle of customer ...