We've created attribution models that are precise, detailed and divorced from reality. They measure the measurable and call ...

Many marketers already know that flaws exist in ad measurement attribution models, but a recent study from Kenshoo identifies up to 30% more value in Facebook campaigns than what is typically reported ...

For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...