Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In its purest form, advertising — and specifically mobile advertising and reengagement — ...

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 ...

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 ...

“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Ronald Paul, CEO at Quisma, a European ...

Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became the ...

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 ...

A full path attribution model is the most extensive method for attribution modeling. The reason being – it’s detailed, comprehensive, and requires a significant amount of data tracking. However, the ...

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a ...

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion. Surprisingly, within the B2B sector, the average customer ...

Patient attribution models have gained increased importance with the advent of ACOs and other models in which organizations and clinicians are paid based on patient outcomes — but, according to the ...