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, ...

There are a lot of misconceptions about ad measurement. Some marketers believe media mix modeling is superior to multi-touch attribution or that it’s possible to pinpoint the exact impact of each ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In today’s economic climate—between supply chain snags, a downturned economy, inflation, the ...

Still crediting only the last click? That oversimplifies your funnel. Explore better models to see what’s really working across your channels. The post Your quick guide to marketing attribution models ...

If you are still treating incrementality testing as an occasional exercise, you are leaving money and growth on the table.