One of the biggest challenges in marketing is quantifying the influence of each customer touch point. Even marketing teams that can map the entire customer journey have trouble identifying the exact ...

For many of today’s B2B marketers, success is no longer measured by generating leads at the top of the funnel. Increasingly, marketing execs are responsible for creating campaigns that lead directly ...

Welcome to the fascinating world of e-commerce, where understanding your customers’ journey is not just a part of the business—it’s an art form. Today, we’re diving into the realm of multi-touch ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...

If you’re still measuring sales attribution based on the last place your customer clicked before converting, you’re missing out on valuable information. Attribution has evolved, and in a brave, new, ...

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 ...

Just because ecommerce has become reasonably ubiquitous does not mean that in-store retail shopping is dead. In many cases, ecommerce brands are opening brick-and-mortar locations. Companies such as ...

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 ...

If you’re using a last-touch attribution (LTA) model to measure the value of Facebook advertising, you’re undervaluing that channel by as much as 30 percent. This is the major finding of a new study ...