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 ...

Financial services has always been an industry where accountability is non-negotiable. Every credit decision carries a paper ...

AI music attribution matters, say music attorneys Adrian Perry and Nicole Canales, who discuss how to make it a reality in a new guest column.

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 ...

The DOOH industry spent a decade building attribution infrastructure that now rivals CTV and mobile. Most DOOH plans still ...

“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 Carl Spaulding, executive vice president ...

“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 Matt Voda, CEO at OptiMine. At a recent ...

Attribution window is an ad publisher’s time limit to claim credit for user clicks/impressions for app installs/purchases. The term attribution window, aka conversion window, is the period during ...

Molly Deaville, growth director, Dept UK: “Measuring the impact of marketing investment is not a new challenge. There’s no silver bullet solution. “For far too long, the digital industry has ...