Depending on the size and scope of your advertising and marketing spend, you may have spent time and effort thinking about attribution modeling. Different organizations have very different approaches ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marilois Snowman, CEO and founder of ...

Attribution turns complex buyer journeys into neat charts. Marketing contribution looks at the content, conversations, and decision points those charts miss. The post Marketing contribution is the new ...

Although some called 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what marketing attribution is. The concept is simple: You attribute credit and value ...

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a ...

For years, B2B marketers treated attribution like a courtroom case: gather the evidence, assign credit, and prove which channel “won.” That model no longer fits how buyers behave, and likely never did ...

The Advertising Research Foundation’s (ARF) “Attribution & Analytics Accelerator” conference concluded Thursday with a focus on attribution models. Alice Sylvester, Partner of conference co-host ...

Within the prospective customer journey, I find that one of the biggest challenges and hardest concepts to grasp for today’s marketers is attribution modeling. With the numerous online and offline ...

In its purest form, advertising — and specifically mobile advertising and reengagement — relies on one key chain of events: the presence of an advertisement (a view or impression) creating awareness ...

Dr. Seuss once said that sometimes the questions are complicated and the answers are simple. Of course Dr. Seuss never managed an attribution modeling effort, where both the questions and the answers ...

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