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 ...

Still using last-click attribution? It’s time to say, “So long!” With the large number of touch points in today’s digital world, a multi-touch point attribution model across devices and channels is ...

It needs to be said: Television is under-monetized. Brand advertisers dominate traditional television, driving about $60 to $70 billion in revenue. The performance advertising sector, with its ...

All the dashboards in the world can’t fix forgettable marketing. Here’s why relevance, ease and distinction matter more than ...

The buying journey has turned into a complex maze, challenging the old playbook used by traditional marketing models. As customers zigzag in unpredictable ways, chief marketing officers (CMOs) find ...

To help B2B marketers gain a more reliable understanding of advertising responses, LinkedIn is updating its advertising attribution models with a new hybrid attribution methodology that the ...

In the past couple of years, digital advertisers and ad platforms have increasingly returned to marketing mix modeling (MMM). In this generations-old approach, media channels (like TV, radio and print ...

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 ...

When you bought your coffee on the way to work this morning, why did you choose that particular brand? Was it a magazine ad, recommendation from friends, the posters near the station, or did you just ...

I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...