Rebecca Visconti has spent her career using data science to help brands figure out which promotional tools are paying their way and which aren’t. Now she’s taken her talents to healthcare and pharma, ...

LONDON--(BUSINESS WIRE)--Quantzig, a global analytics solutions provider, has announced the completion of their latest multi-channel attribution modeling study on the retail industry. A retail ...

I recently participated on a panel at OMMA Los Angeles titled “Top Down, Meet Bottom Up: Lurching Towards Cross-Channel Attribution”and I came out of it with a lot of learnings but also a few ...

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 ...

Tucker Matheson is a co-founder and Managing Partner at Markacy, a digital marketing strategy firm headquartered in New York City. Marketing attribution is a way for marketers to track and understand ...

Attribution is a pain point for companies of all shapes and sizes. There are so many options; so many decisions to be made, and there are no clear rules or parameters to guide you. There are no rules ...

“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 Kevin Hill, founder and CEO at VuPulse.

After almost 20 years of modeling marketing performance, it has been a wonderful sight to see the Big Data evolution of digital marketing. For some it may seem overwhelming, but for those like me, it ...

At the risk of dating myself, my first job in marketing was in the late 80s, when I worked for a company that facilitated the use of direct mail campaigns for targeted audiences. We knew that in order ...