Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. Within the prospective customer journey, I find that one of the biggest challenges and ...

It’s one thing to know how you’re doing against your metrics. But even if you’re knocking it out of the park, if you don’t know why you’re doing well, you won’t be able to replicate your success. That ...

It’s becoming widely known that attribution and optimization both play important roles in helping online advertisers improve the performance of their cross-channel digital campaigns. But today, many ...

Get ready for major changes in Google Ads and Analytics attribution modeling starting in May 2023. Google is removing four attribution models (first click, linear, time decay, and position-based) in ...

While adoption of marketing attribution climbed 26% between 2016 and 2017, eConsultancy reports less than a third of organizations use a defined attribution model across their marketing campaigns. So, ...

Too often, B2B marketers get wrapped up in the world of click and lead volume optimization. But the reality is, the ultimate goal of all marketing should be efficiently generating revenue growth, ...

A few months ago we put together an attribution flow chart to help marketers figure out which attribution model was the right fit for their situation. Based on questions like, “How many marketing ...

Which touchpoint on the B2B customer’s journey gets the credit for the conversion? Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to ...

Doug Conely is Senior Director, Global Data & Targeting at Tribal Fusion. Here he responds to a recent PostView coulmn, and argues that instead of the focus on the post view window argument, we as an ...