Any small business owner is no stranger to the difficult question: what do you do with your marketing budget? Further, how do you attribute which tactics are actually working? With billions of dollars ...

Just under a decade ago, the marketing industry faced a big problem: If attribution is such an essential metric to gauging success, then why don’t marketers have tools to measure it accurately across ...

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 ...

Welcome to the fascinating world of e-commerce, where understanding your customers’ journey is not just a part of the business—it’s an art form. Today, we’re diving into the realm of multi-touch ...

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 ...

It was bound to happen, but this week I finally got my first pitch for a story about "multi-retailer attribution" (MRA) model. Think multi-touch attribution, but for retail media ROI. The timing ...

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, ...

Multi-touch attribution (MTA) is a waste of time and money. This isn’t a controversial statement anymore. Few disagree except those who happen to run or work at MTA vendors. Even these vendors have ...

Just because ecommerce has become reasonably ubiquitous does not mean that in-store retail shopping is dead. In many cases, ecommerce brands are opening brick-and-mortar locations. Companies such as ...

How do companies measure performance for the marketing dollars spent? Tracking the customer journey has become more of a fragmented task due to the omnichannel customer path to purchasing. Marketers ...