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 ...

Although some called 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what marketing attribution is. The concept is simple: You attribute credit and value ...

Marketers today are facing an increasingly diverse set of challenges. On the one hand, they are pushing out messages at a breakneck pace through a continually increasing number of digital channels. At ...