In marketing, it is essential to know which channels and campaigns are most effective and how they influence customers’ behaviour. […]
With so much to say about the challenges and methods of attribution and the role of machine learning, we sometimes […]
Attribution across devices is one of the major measurement challenges for digital advertising particularly affecting how mobile and upper-funnel activity […]
One of my proudest achievements while working at Google was the award in 2011 of a patent for Multi-Touch Attribution […]
‘What attribution model should we use?’ is now a question being asked not just by marketing analysts, but by the […]
