“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 Marilois Snowman, CEO and founder of ...

Bret Leece knows analytics. He got his start in 1995 creating econometric time series models to track and predict Sprint’s call center activity, before moving on to CRM and database marketing roles ...

Google announced it is adding a Search Funnels Attribution Modeling Tool to AdWords to help marketers better understand how AdWords campaigns are part of the sales funnel. Advertisers can look at five ...

Attribution is a serious challenge for marketing. It always has been and will continue to be as cookies go away and privacy regulations grow stricter. There is an answer to the attribution problem, ...

Microsoft Advertising will soon roll out a new Cross-Device attribution model. What Microsoft is saying. The news about the conversion attribution update was announced in Microsoft’s June roundup of ...

Marketers and their agencies typically look at attribution management and the value it provides an organization in direct response terms. Focusing on accurately attributing metrics like conversions, ...

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 ...