Which touchpoint on the B2B customer’s journey gets the credit for the conversion? Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to ...

One of the biggest challenges in marketing is quantifying the influence of each customer touch point. Even marketing teams that can map the entire customer journey have trouble identifying the exact ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...

Marketing attribution can be a little intimidating. Should you rely on first, last, or multi-touch attribution? How do you measure across multiple channels? How should you weigh your attribution model ...

As third-party cookies phase out, measuring marketing performance is becoming more complex. Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one ...

Click metrics tell part of the story, but overreliance skews budgets and strategy. Build PPC measurement frameworks tied to ...