The quest for effective advertising led John Wanamaker to ponder the challenges of attributing success to marketing efforts, paving the way for Attribution Modeling. In the 1950s, Marketing Mix Models ...

This article is part of a series of articles on marketing effectiveness. Read more. Attribution modelling has emerged as a more agile, dynamic and granular alternative to the lumbering, macro ...

This article was written by Incrmntal CEO and co-founder Maor Sadra. Mobile games have brought gaming to the masses. Titles like Candy Crush, Angry Birds and Clash of Clans have reached audiences ...

The challenges around measuring digital ad performance were a key theme at IAB Interact, a conference hosted by IAB Europe in Amsterdam in May 2017, where Thomas Park, product director of TPAS ...

Despite this, the next step in the evolution of intent-based marketing is about developing advanced attribution models that cover the entire customer journey. These models not only enable brands to ...

In today's competitive banking landscape, marketing teams face mounting pressure to justify and optimize their investments. With tighter budgets and multi-channel campaigns becoming the norm, accurate ...