Marketing experts have studied attribution for many decades, with current theory dating to the 1950s work of F. Heider. It is the study of human behavior as it relates to purchasing products and ...

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 ...

Many companies have been led to believe that conversion attribution is merely a nice-to-have data set that only affects the marketing department. There’s no reason the C-suite should even look at ...

What is better – information that is cheap and wrong or information that is expensive and accurate? Soon, marketers may have to decide. Some months ago at my day job as head of marketing at the IT ...