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

Still using last-click attribution? It’s time to say, “So long!” With the large number of touch points in today’s digital world, a multi-touch point attribution model across devices and channels is ...

Reliable data underpins every successful martech strategy, giving marketers the clarity needed to make informed decisions about performance and optimization. While the demand for timely, accurate data ...

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 ...

Too often, B2B marketers get wrapped up in the world of click and lead volume optimization. But the reality is, the ultimate goal of all marketing should be efficiently generating revenue growth, ...

When marketers look at customer journeys, the focus tends to be on two things. The path itself and what actions lead to conversion. The impact of designated touch points along the way. Multi-touch ...

“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 Dmitri Kazanski, head of product for North ...

A very popular topic in the advertising and media community has been attribution modeling, the ability to measure the impact that a media schedule has on sales. There are now a number of ad tech ...

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 ...

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 ...