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 ...

SAN FRANCISCO--(BUSINESS WIRE)--Northbeam, the leader in marketing attribution, today launched its new Clicks + Deterministic Views attribution model, giving marketers a complete picture of how ...

As artificial intelligence (AI) continues to take off, the landscape of data utilization is undergoing a radical transformation, creating new opportunities (and fears) for the data providers that many ...

Mattresses aren't impulse buys, and the standard playbook doesn't cut it. Jason Bertrand breaks down how Purple uses ...

What is last-click attribution? Last-click attribution is a metric designed to quantify what digital ad drove a product sale. From this, the effectiveness of placements can be inferred. But the ...

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 ...

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September. Last-click and data-driven ...

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 ...

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 ...