What is better – information that is cheap and wrong or information that is expensive and accurate? Soon, marketers may have to decide. Some months ago at my day job as head of marketing at the IT ...

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

Sponsored content is created for and in partnership with an advertiser and produced by the Drum Studios team. John Murphy, head of multi-channel at Bloom Worldwide, has written a new whitepaper on the ...

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 ...

Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform that helps business-to-consumer brands grow their businesses. Third-party cookies have long been used by advertisers to ...

Each model has different credibility which makes it difficult to choose the suitable model for a specific business type and campaign. Marketing attribution is the way by which marketers decide which ...

CLIMATEWIRE | For two decades, scientists have been getting better and faster at investigating the links between individual weather events and climate change. They can now analyze everything from heat ...

Opinions expressed by Entrepreneur contributors are their own. Digital marketing is a bright new frontier in business advertising. Just a few decades ago, platforms like radio, print and television ...

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 ...

Be 100% prepared for what changes when you choose a different attribution model in Google Ads, and how switching can affect optimizations and performance. So you’re thinking about changing the ...