Many marketers already know that flaws exist in ad measurement attribution models, but a recent study from Kenshoo identifies up to 30% more value in Facebook campaigns than what is typically reported ...

For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...