Most organizations rely on traditional last-touch attribution, a simple model that assigns 100% credit to the last engagement ...

Just under a decade ago, the marketing industry faced a big problem: If attribution is such an essential metric to gauging success, then why don’t marketers have tools to measure it accurately across ...

For many of today’s B2B marketers, success is no longer measured by generating leads at the top of the funnel. Increasingly, marketing execs are responsible for creating campaigns that lead directly ...

See why last-click attribution falls short in complex B2B journeys and how multitouch attribution models provide clearer ...

Welcome to the fascinating world of e-commerce, where understanding your customers’ journey is not just a part of the business—it’s an art form. Today, we’re diving into the realm of multi-touch ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. Proper attribution is a challenge for marketers. Customers that purchase on the very first ...

Multi-touch attribution (MTA) is a waste of time and money. This isn’t a controversial statement anymore. Few disagree except those who happen to run or work at MTA vendors. Even these vendors have ...

Marketing Management Analytics (Ipsos MMA), a marketing analytics consulting firm, has released a 2.0 version of its Activate Unified Marketing Planning Platform in collaboration with leading advisors ...

As the consumer journey has grown more complex across a fragmented ecosystem, attribution has become much more challenging – particularly in CTV/OTT advertising. Enter multi-touch attribution (MTA), ...

Chief Growth Officer of Tynker, a leading K-12 edtech platform that has helped more than 100 million kids learn to code. As the role of the Chief Marketing Officer (CMO) continues to expand in driving ...