“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marilois Snowman, CEO and founder of ...

Reliable data underpins every successful martech strategy, giving marketers the clarity needed to make informed decisions about performance and optimization. While the demand for timely, accurate data ...

In November, Facebook announced a new tool for marketers: the ability to track conversions after members of the social media network… In November, Facebook announced a new tool for marketers: the ...

Meta has announced that later this month, it will provide click-through attribution reporting that better aligns with tools like Google Analytics, while instituting a new attribution model designed to ...

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 ...

For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dmitri Kazanski, head of product for North ...

Google is removing four attribution models (first click, linear, time decay, and position-based) in Google Ads and Google Analytics starting May 2023. The change has produced mixed reactions among ...

Attribution has been the holy grail for advertisers since the beginning of time, especially for media platforms that typically sit further away from the conversion and play a role in branding (i.e., ...

It is not an uncommon trend these days within digital marketing and media circles to come across an on-going debate between clients and agencies on the weight to be given to different media channels ...