Any single attribution model will fail in modern marketing. What matters is designing attribution that is resilient, ...

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 ...

For the past three decades, most of digital advertising has revolved around one obsession: performance. Marketers leaned on channels that could prove conversions: search ads, programmatic retargeting ...

Adapting attribution and metrics to generative artificial intelligence (generative AI) presents notable challenges, as the integration of these technologies into campaigns continually reshapes how ...

To help B2B marketers gain a more reliable understanding of advertising responses, LinkedIn is updating its advertising attribution models with a new hybrid attribution methodology that the ...

Strong rankings and traffic can mask post-click breakdowns. These breakpoints show where intent, conversion, and measurement ...

For chief marketing officers of retail brands and businesses, knowing which channels and campaigns deserve the marketing budget can directly impact the success and length of their tenure. But in today ...

SAN FRANCISCO--(BUSINESS WIRE)--Northbeam, the leader in marketing attribution, today launched its new Clicks + Deterministic Views attribution model, giving marketers a complete picture of how ...

Performance marketing is highly effective at capturing demand, but far less effective at creating it. Elliot Ward, founder of ...

Finastra’s Fusion Invest combines private and public market investments, allowing portfolio managers and performance officers to access performance analytics (time-weighted and money-weighted internal ...