Just under a decade ago, the marketing industry faced a big problem: If attribution is such an essential metric to gauging success, then why don’t marketers have tools to measure it accurately across ...

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 ...

How do companies measure performance for the marketing dollars spent? Tracking the customer journey has become more of a fragmented task due to the omnichannel customer path to purchasing. Marketers ...

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 ...

Retailers understand what they need for next-level personalization, but they are still struggling with speed of action and depth of data. A survey by CMO Council and Catalina found that 72% of ...

When marketers look at customer journeys, the focus tends to be on two things. The path itself and what actions lead to conversion. The impact of designated touch points along the way. Multi-touch ...

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. Our guest this week, Manu Mathew, got in on the ground floor of multi-touch ...

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 ...

Demonstrating ROI of your content marketing is critical not just to justify your existing budget, but also to understand how you can optimize your efforts. This article is the final installment of ...

Martech stacks have come a long way in terms of attribution. Multi-touch attribution can help marketers better track the effectiveness of their programs, show clear ROI and understand where further ...

As tracking breaks down, combining top-down modeling with tactical attribution is becoming essential for budget decisions.

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 ...