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 ...

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

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader ...

Barbara Puszkiewicz-Cimino is a digital marketing and MarTech strategist with a passion for leveraging technology to drive business growth. Every marketer asks the same thing at some point: How do we ...