Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In its purest form, advertising — and specifically mobile advertising and reengagement — ...

Today’s customer journey through your company website, web pages and marketplace sales platforms often meanders across multiple websites, social media sites, links to authoritative websites, ...

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 ...

LONDON--(BUSINESS WIRE)--Quantzig, a global data analytics and advisory firm, that delivers actionable analytics solutions to resolve complex business problems has announced the completion of its ...

Still using last-click attribution? It’s time to say, “So long!” With the large number of touch points in today’s digital world, a multi-touch point attribution model across devices and channels is ...

Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you're trying to answer. Attribution is important, no matter your industry or ...

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a ...

The quest for effective advertising led John Wanamaker to ponder the challenges of attributing success to marketing efforts, paving the way for Attribution Modeling. In the 1950s, Marketing Mix Models ...

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 ...

It’s one thing to know how you’re doing against your metrics. But even if you’re knocking it out of the park, if you don’t know why you’re doing well, you won’t be able to replicate your success. That ...

Get ready for major changes in Google Ads and Analytics attribution modeling starting in May 2023. Google is removing four attribution models (first click, linear, time decay, and position-based) in ...