Any single attribution model will fail in modern marketing. What matters is designing attribution that is resilient, ...

AiOpti Recognized for Deterministic Measurement Linking Media Exposure to Real-World Outcomes The real reward is seeing ...

As generative artificial intelligence (AI) systems move from experiments to infrastructure, the music business is being asked ...

Many companies have been led to believe that conversion attribution is merely a nice-to-have data set that only affects the marketing department. There’s no reason the C-suite should even look at ...

At Google’s Marketing Next conference, the company is announcing a new beta for Google Attribution, a free tool for examining the role that different marketing strategies play in customer purchasing ...

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 ...

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 ...

Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you're trying to answer. Attribution is important, no matter your industry or ...

Forget attribution — tracking how accounts progress through defined buying stages is a more powerful (and unifying) way to ...