I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Matt Voda, CEO at OptiMine. At a recent ...

Later this month, Meta will provide click-through attribution reporting that better aligns with tools like Google Analytics, ...

Meta’s new attribution updates clarify click-driven and social interaction conversions, giving advertisers better insights ...

Do you find the public discussions about attribution after a breach useful or a needless distraction? I know I’ve been on both sides of the issue. Sometimes the value of a concept — in this case, ...

Experienced marketing technologists know that martech isn't as simple as finding an "easy button" you can press and automatically get more leads and higher conversion. They know that if you feed your ...