“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 ...

Many data-driven companies are assessing the performance of their digital channels holistically with marketing attribution tools and software. These tools can be extremely handy when it comes to ...

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 ...

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 ...

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 ...

Opinions expressed by Entrepreneur contributors are their own. Digital marketing is a bright new frontier in business advertising. Just a few decades ago, platforms like radio, print and television ...

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