Insights: research, opinion and advice

Choosing The Right Attribution Model

In marketing, it is essential to know which channels and campaigns are most effective and how they influence customers’ behaviour. […]

Abandon the last click now! – the guide for attribution newbies

With so much to say about the challenges and methods of attribution and the role of machine learning, we sometimes […]

Cross-device attribution challenge you can’t ignore

Attribution across devices is one of the major measurement challenges for digital advertising particularly affecting how mobile and upper-funnel activity […]

What is multi-touch attribution good for?

One of my proudest achievements while working at Google was the award in 2011 of a patent for Multi-Touch Attribution […]

Your attribution model is unique – what are the best practices?

‘What attribution model should we use?’ is now a question being asked not just by marketing analysts, but by the […]