AI search rarely appears in analytics, yet it shapes trust, shortlists, and sales velocity. These experiments show where ...

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 ...

As the marketing mix diversifies and technology provides greater insights than ever before, attribution -- identifying a user's interactions with your brand's touchpoints to analyze their value -- is ...

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 ...

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 ...