Just under a decade ago, the marketing industry faced a big problem: If attribution is such an essential metric to gauging success, then why don’t marketers have tools to measure it accurately across ...

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 ...

For many of today’s B2B marketers, success is no longer measured by generating leads at the top of the funnel. Increasingly, marketing execs are responsible for creating campaigns that lead directly ...

Welcome to the fascinating world of e-commerce, where understanding your customers’ journey is not just a part of the business—it’s an art form. Today, we’re diving into the realm of multi-touch ...

Which touchpoint on the B2B customer’s journey gets the credit for the conversion? Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to ...

Proper attribution is a challenge for marketers. Customers that purchase on the very first visit to a website are a rare species, and marketers spend most of the time unraveling the tangle of customer ...

As the consumer journey has grown more complex across a fragmented ecosystem, attribution has become much more challenging – particularly in CTV/OTT advertising. Enter multi-touch attribution (MTA), ...

Marketing Management Analytics (Ipsos MMA), a marketing analytics consulting firm, has released a 2.0 version of its Activate Unified Marketing Planning Platform in collaboration with leading advisors ...

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, ...

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by TJ Sullivan, EVP of sales at Digital Remedy. As the consumer journey has grown more ...

Multi-touch attribution (MTA) is a waste of time and money. This isn’t a controversial statement anymore. Few disagree except those who happen to run or work at MTA vendors. Even these vendors have ...

SANTA MONICA, Calif.--(BUSINESS WIRE)--After two years of refining its technology, building its team and delivering insights for early customers, Measured has officially exited stealth to launch its ...