As marketers strive for a clearer view of what is and isn’t working in their marketing mix, the focus is usually on finding the right attribution model to meet their needs. But while choosing the...
Increasing complexity of the customer journey, a broader marketing landscape, and the need to justify marketing spend and ROI are driving more and more marketers to demand better attribution of their marketing activities. Much of...
At a purely intuitive level, connecting marketing activity with marketing outcomes has always been high on any good marketers’ agenda. In a world of increasing marketing complexity with sophisticated customer journeys across a multitude of...
Marketing attribution is the process by which companies try to figure out which marketing efforts are most effective in driving sales. But can it be done effectively, given the volume and complexity of data with...