Errors in attribution are why we sometimes get people wrong ...

Many companies have been led to believe that conversion attribution is merely a nice-to-have data set that only affects the marketing department. There’s no reason the C-suite should even look at ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Carl Spaulding, executive vice president ...

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a ...

Marketing attribution and its relevance have become a hot topic of conversation, with discussions comparing the outputs of attribution with econometrics or marketing mix modelling (MMM), and raising ...

Attribution window is an ad publisher’s time limit to claim credit for user clicks/impressions for app installs/purchases. The term attribution window, aka conversion window, is the period during ...

Molly Deaville, growth director, Dept UK: “Measuring the impact of marketing investment is not a new challenge. There’s no silver bullet solution. “For far too long, the digital industry has ...

What is better – information that is cheap and wrong or information that is expensive and accurate? Soon, marketers may have to decide. Some months ago at my day job as head of marketing at the IT ...