Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

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 ...

Effectively allocating a marketing budget is like directing a complex supply chain. Every dollar must be routed to the right place at the right time to maximize impact. For a company in the healthcare ...

In the ever-evolving world of B2B marketing, understanding the impact of your marketing efforts on revenue and pipeline is crucial. Enter marketing attribution, serving as a compass to guide budget ...