“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 Matt Voda, CEO at OptiMine. At a recent ...

There are a lot of misconceptions about ad measurement. Some marketers believe media mix modeling is superior to multi-touch attribution or that it’s possible to pinpoint the exact impact of each ...

John Readman is the CEO of ASK BOSCO, which gives online retailers and marketing agencies the power of AI predictive marketing analytics. How we track, measure and attribute the success of marketing ...

The quest for effective advertising led John Wanamaker to ponder the challenges of attributing success to marketing efforts, paving the way for Attribution Modeling. In the 1950s, Marketing Mix Models ...

Proper attribution is a challenge for marketers. Customers that purchase on the very first visit to a website are a rare species, and marketers spend most of the time unraveling the tangle of customer ...

An update to attribution models in Google Analytics 4 (GA4) will more accurately credit paid search campaigns for driving conversions. Google is rolling out an update to attribution models in Google ...

Through the acquisition, WMG aims to better track when its artists' work is used in AI-generated content or for training AI models.

Attribution bias may be fooling you into thinking you don't need to wear a mask. Source: Photo by Tai's Captures on Unsplash In a previous post on attribution bias, I wrote about how this cognitive ...

Conversion is usually preceded by several interactions with a website or an app. Attribution determines the role of each touchpoint in driving conversions and assigns credit for sales to interactions ...