Attribution in paid media has long been the unsung hero of digital marketing, quietly driving decisions that can make or break a campaign’s success. Yet, as the digital ecosystem becomes increasingly ...

Forbes contributors publish independent expert analyses and insights. Gary Drenik is a writer covering AI, analytics and innovation. In today’s marketing landscape, attribution models are commonly ...

It's been three years since "attribution" (defined as cross-channel measurement that goes beyond the last click) emerged as the next big thing in online marketing. Recognizing that "last-click wins" ...

In November, Facebook announced a new tool for marketers: the ability to track conversions after members of the social media network… In November, Facebook announced a new tool for marketers: the ...

For chief marketing officers of retail brands and businesses, knowing which channels and campaigns deserve the marketing budget can directly impact the success and length of their tenure. But in today ...