Reliable data underpins every successful martech strategy, giving marketers the clarity needed to make informed decisions about performance and optimization. While the demand for timely, accurate data ...

Attributed conversions don’t always equal incremental growth. Knowing the difference can lead to better campaign and budget ...

Success for institutional investors is built on operational excellence, performance attribution, risk management, and cash management. Over the course of 2024 we’ll explore these themes in detail and ...

Attribution hasn't disappeared. Traditional attribution models have become less reliable as consumer behavior has changed.

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September. Last-click and data-driven ...

MSCI’s multi-asset class performance analytics models support measurement, attribution, and appraisal of portfolio performance. Portfolio managers need actionable insights that explain their ...

Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform that helps business-to-consumer brands grow their businesses. Third-party cookies have long been used by advertisers to ...

Google is removing four attribution models (first click, linear, time decay, and position-based) in Google Ads and Google Analytics starting May 2023. The change has produced mixed reactions among ...

Global advertising expenditure has surpassed the $1 trillion mark for the first time. Digital advertising continues to dominate this growth, with digital channels encompassing search and social media ...

For the past three decades, most of digital advertising has revolved around one obsession: performance. Marketers leaned on channels that could prove conversions: search ads, programmatic retargeting ...

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 ...