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

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 ...

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 ...

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 ...

Proper attribution is a challenge for marketers. Customers that purchase on the very first visit to a website are a rare species, and marketers spend most of the time unraveling the tangle of customer ...

There are numerous ways to measure paid search and its contributions across channels. Your PPC strategies can guide specific user behaviors, and in turn, change how you measure attribution and ...

LOS ANGELES--(BUSINESS WIRE)--Software and data platform, VideoAmp, Inc., has launched Campaign Optimizer, a cross-channel campaign optimization solution for advertisers and agencies. Following the ...

Cross-channel attribution continues to be a hot topic, and while retailers and vendors alike are eager to talk about it, it seems there are still as many questions and challenges as there are answers.