The buying journey has turned into a complex maze, challenging the old playbook used by traditional marketing models. As customers zigzag in unpredictable ways, chief marketing officers (CMOs) find ...

Marketing attribution is needed to identify how well - or otherwise - a marketing campaign is doing. Here are some ideas on how to achieve that! There is no easy way to approach marketing attribution.

It’s one thing to know how you’re doing against your metrics. But even if you’re knocking it out of the park, if you don’t know why you’re doing well, you won’t be able to replicate your success. That ...

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 ...

When it comes to marketing strategies, nothing is more important than analyzing and measuring every campaign’s actual effectiveness, influence, and ROI. Without these measurements in place, how can ...

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 ...

In the past couple of years, digital advertisers and ad platforms have increasingly returned to marketing mix modeling (MMM). In this generations-old approach, media channels (like TV, radio and print ...

SAN DIEGO--(BUSINESS WIRE)--Daasity, the comprehensive, customizable, and extensible ELT+ data solution built for omnichannel consumer brands, today announced its expanded attribution functionality ...

I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...

Advertisers may have become more pragmatic when it comes to marketing attribution models and tools, but they are no magic wand. While the right ones bring value to a business, we’re still in the early ...

When you bought your coffee on the way to work this morning, why did you choose that particular brand? Was it a magazine ad, recommendation from friends, the posters near the station, or did you just ...