Tag: attribution

WTF is “Multi-Touch Attribution?”

Multi-touch attribution is a method of marketing measurement that allows marketers to see the value that each touchpoint has on driving a conversion. It takes into account all the touchpoints...

Attribution: Where We Were? Where We Are? And Where We Are Going?

At the beginning of the 20th Century John Wanamaker famously said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Little has changed over...
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Proposed FTC Influencer Guidelines Change the Game

The Federal Trade Commission (“FTC”) recently announced its long awaited proposed changes to its Guides Concerning the Use of Endorsements and Testimonials...

How to Create Customer Journeys with Anonymous Data

In the age of data privacy concerns, brands must get creative in their use of customer data to personalize shopper journeys. This...

Viewability isn’t All That to Look At

We aren't sure when this became so popular, but the advertising industry keeps pushing the idea that viewability is the key metric...