These open-source MMM tools solve different measurement problems, from budget optimization to forecasting and preprocessing.

Get ready for major changes in Google Ads and Analytics attribution modeling starting in May 2023. Google is removing four attribution models (first click, linear, time decay, and position-based) in ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

To help B2B marketers gain a more reliable understanding of advertising responses, LinkedIn is updating its advertising attribution models with a new hybrid attribution methodology that the ...