Response attribution, while challenging, provides tremendous benefits. Not only does it provide full visibility into channel performance, it may be used as an input to optimize long term media spend ...

LONDON--(BUSINESS WIRE)--Quantzig, a global analytics solutions provider, has announced the completion of their latest multi-channel attribution modeling study on the retail industry. A retail ...

“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 Kevin Hill, founder and CEO at VuPulse.

Cross-channel attribution continues to be a hot topic, and while retailers and vendors alike are eager to talk about it, it seems there are still as many questions and challenges as there are answers.

Cross-channel attribution is the digital marketers' obsession, but it's a very tough nut to crack. Without accurate attribution, how do you assess a channel's marketing viability? Barb Mosher Zinck ...

LOS ANGELES--(BUSINESS WIRE)--The vast majority of marketing organizations have begun to significantly accelerate efforts to adopt advanced attribution methods, to the tune of a surveyed 78 percent ...

The IAB’s recently released survey results confirmed what most marketers and advertisers are already thinking—2016 will (and has to be) the year for cross channel attribution. According to the ...

In today’s more measurement-focused marketing world cross-channel attribution is a hot topic. Briefly, this is the science of using advanced analytics to allocate proportional credit to each marketing ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. Search engine giant Google recently announced a move away from its decade-old universal ...

As the direct marketing world starts to make its way to Chicago for DMA2013, the Direct Marketing Association’s annual conference, Chief Marketer asked a number of marketing pros what they thought the ...

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

As an ardent sports fan, most of my analogies revolve around sports — and so does my understanding of attribution in marketing. In basketball, there is a much-coveted achievement called the ...