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 ...

Iridio has collaborated with Keen Decision Systems to strengthen its Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) offering. The alliance enables brands to forecast marketing ROI with a ...

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 ...

How do companies measure performance for the marketing dollars spent? Tracking the customer journey has become more of a fragmented task due to the omnichannel customer path to purchasing. Marketers ...

Martech stacks have come a long way in terms of attribution. Multi-touch attribution can help marketers better track the effectiveness of their programs, show clear ROI and understand where further ...

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 ...

Demonstrating ROI of your content marketing is critical not just to justify your existing budget, but also to understand how you can optimize your efforts. This article is the final installment of ...

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 ...

“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 ...

Attribution has become the hot topic in the world of advertising measurement. It’s a way for brands to get a view of how their ad spend is actually impacting everything from awareness to sales, and as ...

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), ...