MarTech is your source for marketing attribution content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
In order to optimize current campaigns, and plan future ones, marketers need to know which touchpoints are effective in driving conversions. Given the complexity of today’s customer journey across digital and non-digital channels, this is an enormous challenge. Any marketing attribution answers will have data at its core.
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This comprehensive guide deep dives into the state of marketing attribution, why it's important, the types of attribution models, and more.
Learn how to better understand analytics data by looking at nuances in data measurement and exploring how analytics tools work.
While overall ad spend will continue to grow, many marketers expect to adjust their mix of channels every month.
A new company from the founder of Demandbase is seeking to meet the B2B attribution challenge, leading with a free mobile app.
Rather than shying away from modeled attribution, marketers should look to further understand and wholeheartedly embrace it.
When a software review site is the first touch on a customer journey, the length of that journey can be dramatically reduced.
Our guide to Identity resolution, management and related privacy issues including compliance, third-party integrations and the benefits of an identity management platform.
Universal Analytics will be retired on July 1, 2023. What does that mean for you? Here’s what you need to know about getting your website ready for the brave new world.
Here's why marketers need to know which channels and events contribute most to the bottom line.
While some are skeptical about the attribution narratives derived from touchpoint data, others insist that measuring marketing is a must.
Make sure your organization understands how it will not only use attribution and predictive analytics, but also how it will measure success.
These platforms can provide marketers with valuable insights into how to better allocate their resources.
Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are currently blowing.
Google seeks to balance greater privacy for users with viable attribution models for advertisers.