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 ...

As an ardent sports fan, most of my analogies revolve around sports — and so does my understanding of attribution in marketing. In basketball, there is a much-coveted achievement called the ...

You send out emails, you run ads, you post on social media, and you optimize your website to capture organic search traffic. Thanks to your efforts, you’re making sales or getting leads! That’s great, ...

If marketers could land customers with one killer ad or perfectly crafted message, there'd be no need for one of today's most talked about marketing disciplines: Attribution. But alas, such is not the ...

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 ...

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 attribution often feels like a black box. Budgets go out, deals come in — yet the connection between the two remains frustratingly unclear. This lack of visibility forces marketing teams ...