Help a user along every touchpoint of the customer journey by understanding multitouch attribution models and analyzing the data in GA4. The customer journey involves multiple interactions between ...

Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to measure marketing effectiveness and avoid wasted ad spending. John ...

In my opinion, what is needed is a new approach: a multi-touch attribution strategy that can take into account all the various pathways a customer may take to purchasing. How Multi-Touch ...

If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Last click may seem “simple” and “tidy, ...

Multitouch attribution solutions have much to promise. They help answer an age-old question for marketers – how are my marketing channels truly performing? Grounded in data, multitouch attribution ...

Martech stacks have come a long way in terms of attribution. Multi-touch attribution can help marketers better track the effectiveness of their programs, show clear ROI and understand where ...

A complex media-mix model or multitouch attribution model is intended to do that, but it’s hard to do it right. For us, we had built one that actually didn’t serve that need of measuring your ...

Nielsen unveiled a multitouch attribution (MTA) system Wednesday designed to help marketers optimize spend across all channels, from digital to television, using both Nielsen and marketer data.