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 ...

“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 Jason Wulfsohn, CEO and co-founder of ...

Here’s a hot take that not everyone will agree with: Multitouch attribution (MTA) is toast. Not today, not tomorrow, but it’s coming. As third-party cookies are phased out, marketers’ ability to track ...

Help a user along every touchpoint of the customer journey by understanding multitouch attribution models and analyzing the data in GA4. The customer journey involves multiple interactions between the ...

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 ...

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 ...

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 ...

If you’re still measuring sales attribution based on the last place your customer clicked before converting, you’re missing out on valuable information. Attribution has evolved, and in a brave, new, ...

Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became the ...

If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Last click may seem “simple” and “tidy, ...

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 ...

AUSTIN, Texas, Sept. 3, 2025 /PRNewswire/ -- Black Friday and Cyber Monday remain the biggest moments in retail, with significant pressure on brands in 2025. Tariffs and high financing costs are ...