In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...

As marketing channels and touchpoints multiply rapidly, the way success is measured significantly impacts long-term growth and executive perception. Click-based attribution – across models like ...

Return on investment (ROI) is one of the most scrutinized metrics in marketing. Executives demand clear-cut numbers to justify their budgets, and marketers strive to demonstrate the effectiveness of ...

Adapting attribution and metrics to generative artificial intelligence (generative AI) presents notable challenges, as the integration of these technologies into campaigns continually reshapes how ...

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 ...

SAN FRANCISCO--(BUSINESS WIRE)--Northbeam, the leader in marketing attribution, today launched its new Clicks + Deterministic Views attribution model, giving marketers a complete picture of how ...

Instead of relying on user paths or platform-based credit, causal approaches use experiments and incrementality models to determine whether a specific action genuinely affected an outcome.

Finastra’s Fusion Invest combines private and public market investments, allowing portfolio managers and performance officers to access performance analytics (time-weighted and money-weighted internal ...