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

Which touchpoint on the B2B customer’s journey gets the credit for the conversion? Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to ...

One of the biggest challenges in marketing is quantifying the influence of each customer touch point. Even marketing teams that can map the entire customer journey have trouble identifying the exact ...

Marketing attribution can be a little intimidating. Should you rely on first, last, or multi-touch attribution? How do you measure across multiple channels? How should you weigh your attribution model ...

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 ...

Cross-channel attribution continues to be a hot topic, and while retailers and vendors alike are eager to talk about it, it seems there are still as many questions and challenges as there are answers.

Proper attribution is a challenge for marketers. Customers that purchase on the very first visit to a website are a rare species, and marketers spend most of the time unraveling the tangle of customer ...

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 ...