For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...

I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...

Why attribution matters so much became clear to me on one of my first assignments. I was a cub reporter in the Netherlands for an international news agency when, on May 27, 1990, word came of an ...