Forbes contributors publish independent expert analyses and insights. Gary Drenik is a writer covering AI, analytics and innovation. In today’s marketing landscape, attribution models are commonly ...

Digital marketing is a bright new frontier in business advertising. Just a few decades ago, platforms like radio, print and television were the primary options for marketing our products — but today, ...

In the past couple of years, digital advertisers and ad platforms have increasingly returned to marketing mix modeling (MMM). In this generations-old approach, media channels (like TV, radio and print ...

When you bought your coffee on the way to work this morning, why did you choose that particular brand? Was it a magazine ad, recommendation from friends, the posters near the station, or did you just ...

Attribution is a serious challenge for marketing. It always has been and will continue to be as cookies go away and privacy regulations grow stricter. There is an answer to the attribution problem, ...

Tension: Marketers chase perfect attribution models while the fundamental assumptions driving that pursuit remain unexamined and flawed. Noise: An endless stream of platforms promising unified ...

All the dashboards in the world can’t fix forgettable marketing. Here’s why relevance, ease and distinction matter more than ...

SAN FRANCISCO--(BUSINESS WIRE)--Northbeam, the leader in marketing attribution, today launched its new Clicks + Deterministic Views attribution model, giving marketers a complete picture of how ...

Digital marketing is an indispensable engine for growth. Year over year, big brands allocate a significant portion of their annual marketing budget toward digital channels and—with an ever-increasing ...

Just because ecommerce has become reasonably ubiquitous does not mean that in-store retail shopping is dead. In many cases, ecommerce brands are opening brick-and-mortar locations. Companies such as ...