Many companies have been led to believe that conversion attribution is merely a nice-to-have data set that only affects the marketing department. There’s no reason the C-suite should even look at ...

The e4m Performance Marketing Conference 2025 saw a panel discussion on ‘The evolution of attribution in performance marketing’. On the panel were Mudit Bhandari, Head Digital & Performance Marketing ...

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

Marketing attribution is needed to identify how well - or otherwise - a marketing campaign is doing. Here are some ideas on how to achieve that! There is no easy way to approach marketing attribution.

Marketers understand the importance of attribution, but remain unclear where to start. Whenever a major platform outage occurs, such as the six hour Facebook and Instagram blackout in early October, ...

All brands want to tell relevant, engaging stories that create a seamless customer experience. Through digital marketing channels like advertising, email, social media, and more, direct-to-consumer ...

Marketers measure return on investment (ROI) to evaluate the effectiveness of their campaigns and allocated resources. Calculating ROI on marketing spend requires careful consideration of various data ...

For a long time I thought about writing an article explaining the virtues of using marketing theory when building any marketing strategy. The idea, however, sounded so pompous that I tended to resist ...