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 ...

CaliberMind's new flexible opt-in fingerprinting capability suite lets GTM teams choose visitor identification strategy ...

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, ...

For many of today’s B2B marketers, success is no longer measured by generating leads at the top of the funnel. Increasingly, marketing execs are responsible for creating campaigns that lead directly ...

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 ...

As the consumer journey has grown more complex across a fragmented ecosystem, attribution has become much more challenging – particularly in CTV/OTT advertising. Enter multi-touch attribution (MTA), ...

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by TJ Sullivan, EVP of sales at Digital Remedy. As the consumer journey has grown more ...

Chief Growth Officer of Tynker, a leading K-12 edtech platform that has helped more than 100 million kids learn to code. As the role of the Chief Marketing Officer (CMO) continues to expand in driving ...