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, ...

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 — ...

So, here’s the thing: your eCommerce attribution modeling strategy is probably costing you sales. Why? There is a significant chance that you are reading your Google Analytics and Tag Manager data ...

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 ...

“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 ...

Now that it’s 2016, there’s certainly one thing on which the digital advertising community can claim a wide consensus. As we edge closer to cross-device advertising and marketing making an ...

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 Advertising Research Foundation’s (ARF) “Attribution & Analytics Accelerator” conference concluded Thursday with a focus on attribution models. Alice Sylvester, Partner of conference co-host ...

Although some called 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what marketing attribution is. The concept is simple: You attribute credit and value ...

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