There are numerous ways to measure paid search and its contributions across channels. Your PPC strategies can guide specific user behaviors, and in turn, change how you measure attribution and ...

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 ...

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

Attribution is a serious challenge for marketing. It always has been and will continue to be as cookies go away and privacy regulations grow stricter. There is an answer to the attribution problem, ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

Sonic’s new “Coke Your Way” campaign features Benny Blanco, Machine Gun Kelly and Jessie Murph to highlight drink customizations. This new portfolio school aims to fill a widening gap in training ...

“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 ...

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 ...

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 ...