Any single attribution model will fail in modern marketing. What matters is designing attribution that is resilient, ...

In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...

Adapting attribution and metrics to generative artificial intelligence (generative AI) presents notable challenges, as the integration of these technologies into campaigns continually reshapes how ...

To help B2B marketers gain a more reliable understanding of advertising responses, LinkedIn is updating its advertising attribution models with a new hybrid attribution methodology that the ...

For chief marketing officers of retail brands and businesses, knowing which channels and campaigns deserve the marketing budget can directly impact the success and length of their tenure. But in today ...

Finastra’s Fusion Invest combines private and public market investments, allowing portfolio managers and performance officers to access performance analytics (time-weighted and money-weighted internal ...

Strong rankings and traffic can mask post-click breakdowns. These breakpoints show where intent, conversion, and measurement ...