AI music attribution matters, say music attorneys Adrian Perry and Nicole Canales, who discuss how to make it a reality in a new guest column.

Attribution. Oh, attribution. Even typing the word makes me squirm. And I’m not alone — 40% of CMOs say improving ROI and proving attribution across the marketing mix is a top priority, according to ...

For years, SEO professionals have worked hard to earn a seat at the table. We’ve built dashboards, reported wins, and tried to translate complex user journeys into something business leaders could ...

Why attribution matters so much became clear to me on one of my first assignments. I was a cub reporter in the Netherlands for an international news agency when, on May 27, 1990, word came of an ...

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 ...

Once the attribution gap is understood, the priority is not to ‘fix SEO reporting,’ but to modernize how brand influence is measured and managed. CMOs need to extend existing models beyond traffic and ...