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 ...

Marketing departments are no longer measured by the leads they generate, but by providing proof of ROI for every campaign they run. This makes the need for accurate measurement increasingly important.

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

Welcome to the fascinating world of e-commerce, where understanding your customers’ journey is not just a part of the business—it’s an art form. Today, we’re diving into the realm of multi-touch ...

If you’re still measuring sales attribution based on the last place your customer clicked before converting, you’re missing out on valuable information. Attribution has evolved, and in a brave, new, ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...

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 ...

NEW YORK, Oct. 18-- The Mobile Marketing Association issued the following news release: The MMA, the global trade group led by CMOs architecting the future of marketing, today released the first ever ...

It was bound to happen, but this week I finally got my first pitch for a story about "multi-retailer attribution" (MRA) model. Think multi-touch attribution, but for retail media ROI. The timing ...