AI-driven search is breaking last-touch attribution. First-touch analytics reveals SEO’s role in discovery, influence, and revenue.

The strategies and metrics that once defined successful advertising are becoming muddled in an increasingly streaming-driven landscape. Almost half of marketers now struggle with accurately measuring ...

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

Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became the ...

The Advertising Research Foundation’s (ARF) “Marketing Analytics Accelerator” Wednesday was the ninth annual version of the event – formerly known as the “Attribution Accelerator” – and it was the ...

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 ...