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 the ...

Just under a decade ago, the marketing industry faced a big problem: If attribution is such an essential metric to gauging success, then why don’t marketers have tools to measure it accurately across ...

TransUnion (NYSE: TRU) and Google today announced an industry-first capability that helps marketers measure YouTube advertising within TransUnion’s Multi-Touch Attribution (MTA) solution. The ...

How do companies measure performance for the marketing dollars spent? Tracking the customer journey has become more of a fragmented task due to the omnichannel customer path to purchasing. Marketers ...

Welcome to the fascinating world of e-commerce, where understanding your customers’ journey is not just a part of the business—it’s an art form. Today, we’re diving into the realm of multi-touch ...

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. Our guest this week, Manu Mathew, got in on the ground floor of multi-touch ...

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 further ...

Marketers can compare YouTube performance against other channels within a unified attribution framework; U.S. Bank ...

Retailers understand what they need for next-level personalization, but they are still struggling with speed of action and depth of data. A survey by CMO Council and Catalina found that 72% of ...

Attribution has become the hot topic in the world of advertising measurement. It’s a way for brands to get a view of how their ad spend is actually impacting everything from awareness to sales, and as ...

Demonstrating ROI of your content marketing is critical not just to justify your existing budget, but also to understand how you can optimize your efforts. This article is the final installment of ...

Which touchpoint on the B2B customer’s journey gets the credit for the conversion? Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to ...