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 ...

As an organization, you want to understand if you’re making the right marketing investments. Smart enterprises follow a data-driven approach Do you remember what exactly convinced you to catch Black ...

With all of today's technological advancements in accurate conversion tracking, how are you tackling the question of how to assign credit based on the multiple influences on your conversion activity?

Marketers understand the importance of attribution, but remain unclear where to start. Whenever a major platform outage occurs, such as the six hour Facebook and Instagram blackout in early October, ...

Help a user along every touchpoint of the customer journey by understanding multitouch attribution models and analyzing the data in GA4. The customer journey involves multiple interactions between the ...

Many data-driven companies are assessing the performance of their digital channels holistically with marketing attribution tools and software. These tools can be extremely handy when it comes to ...

Marketing measurement is having a moment. Let me clarify: Accountability has always been important for marketers, but lately there's been renewed interest—and investment—in piecing together the ...

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media ...