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 ...

If you’re still measuring sales attribution based on the last place your customer clicked before converting, you’re missing out on valuable information. Attribution has evolved, and in a brave, new, ...

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 ...

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion. Surprisingly, within the B2B sector, the average customer ...

As an ardent sports fan, most of my analogies revolve around sports — and so does my understanding of attribution in marketing. In basketball, there is a much-coveted achievement called the ...

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 ...

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 ...

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 ...

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 ...

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 ...