One of the biggest challenges in marketing is quantifying the influence of each customer touch point. Even marketing teams that can map the entire customer journey have trouble identifying the exact ...

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, ...

"Love isn't about staring at each other, but about looking forward together in the same direction," Antoine de Saint-Exupéry insightfully noted. This perspective aligns with the exploration of love’s ...

As third-party cookies phase out, measuring marketing performance is becoming more complex. Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one ...

Too often, B2B marketers get wrapped up in the world of click and lead volume optimization. But the reality is, the ultimate goal of all marketing should be efficiently generating revenue growth, ...

When you bought your coffee on the way to work this morning, why did you choose that particular brand? Was it a magazine ad, recommendation from friends, the posters near the station, or did you just ...

In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...

Does your business have attribution under control? Or, is your marketing ROI in a “leaky bucket,” full of holes that show a lack of understanding about your customer behavior? Having a solid ...

As the marketing mix diversifies and technology provides greater insights than ever before, attribution -- identifying a user's interactions with your brand's touchpoints to analyze their value -- is ...