I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...

Although some called 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what marketing attribution is. The concept is simple: You attribute credit and value ...

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, ...

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

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 ...

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 ...

Marketing is a key component of revenue generation. Prospective customers must know a company exists and the products or services it provides. Customers must also understand why they should buy from ...

Marketing teams in old school, they didn't really do revenue attribution. They were responsible for these are the activities we did, this is the number of leads that we generated, and this is the ...