Any single attribution model will fail in modern marketing. What matters is designing attribution that is resilient, ...

I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...

Why attribution matters so much became clear to me on one of my first assignments. I was a cub reporter in the Netherlands for an international news agency when, on May 27, 1990, word came of an ...