Marketing attribution
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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Make sense of your marketing with the 101 Guide to Marketing Attribution
This comprehensive guide deep dives into the state of marketing attribution, why it's important, the types of attribution models, and more.
Why we care about marketing attribution modeling
Learn more about attribution modeling, what it is, different types of attribution modeling and how you can use it as a digital marketer.
Marketing artificial intelligence (AI)
Adobe announces Firefly for AI-driven creative
At Summit today, Adobe also announced a new Product Analytics solution and Sensei GenAI.
Accuracy in digital analytics: What marketers need to know
Learn how to better understand analytics data by looking at nuances in data measurement and exploring how analytics tools work.
Marketing mix modeling: A marketer’s guide
With increased pressure to prove the value of marketing, it's time to revisit the MMM approach.
Build a winning marketing attribution framework
In this webinar, learn tried and true best practices from attribution pros.
Economic uncertainty means marketers will re-evaluate ad buys more frequently in 2023
While overall ad spend will continue to grow, many marketers expect to adjust their mix of channels every month.
Channel99 will help marketers measure the performance of channels and vendors
A new company from the founder of Demandbase is seeking to meet the B2B attribution challenge, leading with a free mobile app.
Modeled behavior: A future-proofed new measurement strategy
Rather than shying away from modeled attribution, marketers should look to further understand and wholeheartedly embrace it.
The only two things that matter in marketing
If you want more revenue and results from marketing, you need to develop experimentation and optimization processes. Here's why.
10 questions to ask when auditing your email program
It's time to rethink the email marketing audit. Here's your blueprint for the coming year.
Why we care about retail media networks
One-quarter of retailers are generating more than $100 million in revenue from their media networks.
Federal data privacy bill could make life easier for marketers
It would override state privacy laws and set tough standards for gathering and using personal data.
Why UX is critical to digital marketing
UX design strategist Jared Spool explains that experience can't be divorced from product and service.
Identity and the changing measurement landscape
How established measurement companies and newcomers are making headway with new identity challenges, and how marketers can, too.
B2B customer journeys that begin at review sites are significantly shorter
When a software review site is the first touch on a customer journey, the length of that journey can be dramatically reduced.
How to turn the great buyer resignation into B2B career opportunities
The B2B buying process has gone primarily digital - most B2B sellers and teams have not.
Measuring the invisible: The truth about marketing attribution
Is marketing attribution a myth or reality? Here are three tips for doing attribution as well as it can be done.
What is identity resolution and how are platforms adapting to privacy changes?
Our guide to Identity resolution, management and related privacy issues including compliance, third-party integrations and the benefits of an identity management platform.
Is Google Analytics going away? What marketers need to know
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.
Is there any incentive to crack down on programmatic ad fraud?
"Everyone wants it to continue because they're making money." Why people don't want the ad fraud problem solved.
Media Rating Council now examining Nielsen’s radio rating numbers
MRC pulled accreditation of company's TV ratings last year.
Marketing attribution: What it is, and how it identifies vital customer touchpoints
Here's why marketers need to know which channels and events contribute most to the bottom line.
Why testing is a marketer’s most powerful tool
Testing is much more complex than it seems, but focus on the insights and not the results.
Who’s a marketer anyway?
When it comes to successful marketing campaigns, creativity and technology go hand in hand.
Everything is measurable in marketing
Leadership must commit the time, people and resources to measure what they ask for.
How marketers can measure success
Marketers can show how their actions contribute to certain outputs as long as they're committed to measuring their work.
Why marketing attribution is both a challenge and a necessity
While some are skeptical about the attribution narratives derived from touchpoint data, others insist that measuring marketing is a must.
Customer journey orchestration
How much does acquiring a customer cost?
Using the right strategies for tracking and optimizing cost-per-acquisition will improve ROI.
19 questions to ask marketing attribution and predictive analytics vendors during a demo
These platforms can provide marketers with valuable insights into how to better allocate their resources.
Mozilla and Meta are working on privacy-preserving attribution
The solution would allow advertisers access to aggregate data on campaign performance without links to individual user behavior.
Return on investment is missing in action
Forget about predicting ROI in today's lightning-fast digital environment. Instead, develop agile, reactive response systems.
Do you need a marketing attribution and predictive analytics tool?
Make sure your organization understands how it will not only use attribution and predictive analytics, but also how it will measure success.
Nielsen’s Gracenote adds predictive content analytics
Audience Predict will forecast future program performance.
AppsFlyer announces new Privacy Cloud
Emerging technology allows data to be computed while remaining encrypted end-to-end.
6 marketing attribution and predictive analytics platforms your organization should consider
These platforms can provide marketers with valuable insights into how to better allocate their resources.
What do marketing attribution and predictive analytics tools do?
Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are currently blowing.
Google Ads announces machine learning-based attribution models in new privacy landscape
Google seeks to balance greater privacy for users with viable attribution models for advertisers.
Why account-based marketing continues to grow
Whether it’s streamlining communication between marketing and sales or creating more personalized web engagement with target prospects, ABM technology offers the ability to build out critical relationships.
Why marketing attribution and predictive analytics tools are gaining currency: Tuesday’s daily brief
Plus the Instagram browser-based posting rumors