Insights

How Multi-Touch Attribution Helps Brands Master the Multiverse

The aim of the game for 2019 for marketers is to keep moving. To keep pace with consumers, marketers must continually test new marketing channels and tactics to supplement and evolve their acquisition strategies. But they also need to prove the impact of these investments on sales, revenue and...

Our Head of Analytics on the Future of Attribution

While marketing mix modeling can answer key channel allocation questions, this approach only works at an aggregate level. To tactically understand how an individual spot or ad performs, marketers need multi-touch attribution.

Four Best Practices for Maximizing Marketing Effectiveness

As consumer expectations and demands continue to evolve, marketers must keep pace. To create the best consumer experiences and the greatest returns for their business, they must pursue an audience-centric approach to marketing and advertising that puts the customer at the center of everything they...

Methods & Models: A Guide to Multi-Touch Attribution

Multi-touch attribution eliminates biases by algorithmically allocating credit to every element of every touchpoint in the consumer journey, across marketing and advertising channels and tactics, according to its influence on driving a conversion event.

Why You Need a Data Taxonomy

Multi-touch attribution harnesses your data like a seasoned cowboy at a rodeo so you can get the insights you need. But making the most of this tool requires a few key steps first.