Marketing experts have studied attribution for many decades, with current theory dating to the 1950s work of F. Heider. It is the study of human behavior as it relates to purchasing products and ...

As an ardent sports fan, most of my analogies revolve around sports — and so does my understanding of attribution in marketing. In basketball, there is a much-coveted achievement called the ...

Many companies have been led to believe that conversion attribution is merely a nice-to-have data set that only affects the marketing department. There’s no reason the C-suite should even look at ...

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 ...

The e4m Performance Marketing Conference 2025 saw a panel discussion on ‘The evolution of attribution in performance marketing’. On the panel were Mudit Bhandari, Head Digital & Performance Marketing ...

Marketing is more of a science than its more creative counterparts – advertising, public relations and promotions – but, despite its emphasis on research and number-crunching, marketing still relies ...

Marketers understand the importance of attribution, but remain unclear where to start. Whenever a major platform outage occurs, such as the six hour Facebook and Instagram blackout in early October, ...

Marketing tactics tend to stick to a tried-and-tested principle: If you’re marketing something consumers don’t need to survive, target their emotions, rather than their logic. The closer you can get ...

Tension: We want clarity about what works, but we fear committing to one version of the truth. Noise: The industry reduces attribution to dashboards and metrics, ignoring the human motivations that ...