One of the biggest challenges in marketing is quantifying the influence of each customer touch point. Even marketing teams that can map the entire customer journey have trouble identifying the exact ...

Which touchpoint on the B2B customer’s journey gets the credit for the conversion? Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to ...

Help a user along every touchpoint of the customer journey by understanding multitouch attribution models and analyzing the data in GA4. The customer journey involves multiple interactions between the ...

Just under a decade ago, the marketing industry faced a big problem: If attribution is such an essential metric to gauging success, then why don’t marketers have tools to measure it accurately across ...

Welcome to the fascinating world of e-commerce, where understanding your customers’ journey is not just a part of the business—it’s an art form. Today, we’re diving into the realm of multi-touch ...

Still using last-click attribution? It’s time to say, “So long!” With the large number of touch points in today’s digital world, a multi-touch point attribution model across devices and channels is ...

For many of today’s B2B marketers, success is no longer measured by generating leads at the top of the funnel. Increasingly, marketing execs are responsible for creating campaigns that lead directly ...

It’s one thing to know how you’re doing against your metrics. But even if you’re knocking it out of the park, if you don’t know why you’re doing well, you won’t be able to replicate your success. That ...

It was bound to happen, but this week I finally got my first pitch for a story about "multi-retailer attribution" (MRA) model. Think multi-touch attribution, but for retail media ROI. The timing ...

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 ...