Any single attribution model will fail in modern marketing. What matters is designing attribution that is resilient, ...

I have been out of school for quite a while now, but the word “group project” still haunts me. There’s truly nothing worse than getting stuck doing all the work while everyone else coasts to get the ...

Each model has different credibility which makes it difficult to choose the suitable model for a specific business type and campaign. Marketing attribution is the way by which marketers decide which ...

How do you assign value to your channels and touch points? There are a variety of attribution model methods. For example, do you attribute more weight to the first touch (such as clicking on a digital ...

Ecommerce brands that have been resisting Google’s gentle nudges toward data-driven attribution can no longer drag their feet. The tech titan has eliminated all but two attribution models: last-click ...

In July, Google is removing outdated Google Ads attribution models, favoring its AI-driven model for optimized, adaptable ad performance. Google is discontinuing first click, linear, time decay, and ...