Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you're trying to answer. Attribution is important, no matter your industry or ...

Help a user along every touchpoint of the customer journey by understanding multitouch attribution models and analyzing the data in GA4. The customer journey involves multiple interactions between the ...

Each model has different credibility which makes it difficult to choose the suitable model for a specific business type and campaign. Marketing attribution is the way by which marketers decide which ...

Valuation is a key tenet of decision neuroscience, where it is generally assumed that different attributes of competing options are assimilated into unitary values. Such values are central to current ...

Sponsored content is created for and in partnership with an advertiser and produced by the Drum Studios team. John Murphy, head of multi-channel at Bloom Worldwide, has written a new whitepaper on the ...

Marketing measurement is having a moment. Let me clarify: Accountability has always been important for marketers, but lately there's been renewed interest—and investment—in piecing together the ...

A multi-attribute decision model is a tool used to evaluate and compare different options based on multiple criteria. It helps to identify the best option by assigning weights to each attribute and ...

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 ...