“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 ...

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 ...

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader ...

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 ...

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 ...

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 ...

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., ...

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 ...

Many data-driven companies are assessing the performance of their digital channels holistically with marketing attribution tools and software. These tools can be extremely handy when it comes to ...

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 ...