Marketing experts have studied attribution for many decades, with current theory dating to the 1950s work of F. Heider. It is the study of human behavior as it relates to purchasing products and ...

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 ...

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 ...

Marketing is more of a science than its more creative counterparts – advertising, public relations and promotions – but, despite its emphasis on research and number-crunching, marketing still relies ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. As the web becomes more focused on privacy, marketing is entering a new era. Unlike previous ...

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 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, ...