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 ...

However, multi-touch attribution is a wide-ranging subject that includes many models, integrations, and strategies. Grasping the full scope of this topic is quite a challenge. This is why we’ve ...

As third-party cookies phase out, measuring marketing performance is becoming more complex. Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

Multichannel attribution has become an integral aspect of marketing strategies in today’s digital world. As organizations strive to optimize their marketing efforts, understanding the role of ...

Multi-channel marketing is growing, as well it might given the number of new channels and tools, judging by Multi-Channel Marketing Trends 2024, a study by Ascend2. And brands are getting better at it ...

In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...

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 ...