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attribution models

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If the marketing definition of “attribution” confuses you, you’re not alone. While you may have a basic understanding of what attribution is — assigning credit to a marketing touchpoint for a conversion — the influx of marketing channels and devices has complicated the meaning. So, what does attribution really mean? To fully understand it, let’s delve into why it matters to your business and explore how attribution has evolved from single-touch attribution. For more from…

Companies know that brand marketing is essential — that’s why they usually allot a significant portion of their budgets to branding activities. Despite this, there’s still skepticism around placing dollars into measuring brand marketing efforts. Why? Because many people don’t think it’s possible to measure how brand marketing drives business value accurately. However, as brand marketing spend continues to rise, marketers realize that relying on “soft” metrics such as impressions and sentiment simply isn’t enough.…