Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you're trying to answer. Attribution is important, no matter your industry or ...

Marketing attribution tracks and connects customer communications back to the channels that the customer interacted with, and the data gleaned from these connections has the power to bolster your ...

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September. Last-click and data-driven ...

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion. Surprisingly, within the B2B sector, the average customer ...