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 ...

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 ...

CHICAGO--(BUSINESS WIRE)--Today’s marketers face the significant challenge of measuring the impact of online impressions, offline activity and purchases. CPG brands are often at a distinct ...

Too often, B2B marketers get wrapped up in the world of click and lead volume optimization. But the reality is, the ultimate goal of all marketing should be efficiently generating revenue growth, ...

OTT effectiveness and contribution to the customer journey now measurable using new capabilities from LeadsRx PORTLAND, OR, Sept. 29, 2020 — Today, LeadsRx announced new capabilities for over-the-top ...

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 ...

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 ...

Marketing attribution can be a little intimidating. Should you rely on first, last, or multi-touch attribution? How do you measure across multiple channels? How should you weigh your attribution model ...

Given the interactive nature of digital marketing, better tracking and analytic tools have emerged, enabling marketers to more accurately analyse and allocate marketing spends. Today’s more advanced ...

Digital marketing strategies that use multiple channels and layers of data offer a structured way to find, qualify, and ...

Most traditional multi-touch attribution (MTA) models continue to deliver incomplete shopper insights by focusing on digital versus multiple channels. These models often lack connectivity with client ...

About 150 years ago, the legendary retailer John Wanamaker quipped, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Throughout the ensuing decades, many CEOs ...