“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 Marilois Snowman, CEO and founder of ...

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 ...

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 ...

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader ...

As third-party cookies phase out, measuring marketing performance is becoming more complex. Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one ...

There are numerous ways to measure paid search and its contributions across channels. Your PPC strategies can guide specific user behaviors, and in turn, change how you measure attribution and ...

Many data-driven companies are assessing the performance of their digital channels holistically with marketing attribution tools and software. These tools can be extremely handy when it comes to ...

Analytics solutions and digital ad providers are looking for ways to help marketers get a better sense of customer engagement. The one aspect about history is that technology will always change, ...