Looking to improve your attribution modeling for better insights into your analytics? Columnist David Fothergill shares his method, which uses a Markov model to determine the relative value of each channel in your conversion path.
Can machine learning be applied to your PPC accounts to make them more efficient? Columnist David Fothergill describes how he utilized machine learning to find new keywords for his campaigns.David Fothergill | Jul 5, 2016 at 2:30 pm ET
Accurate forecasting can serve to inform the direction of your digital marketing campaigns and properly set client expectations. Columnist David Fothergill provides some food for thought to those new to the practice.David Fothergill | May 6, 2016 at 11:35 am ET
Columnist David Fothergill provides a handy primer on statistical principles that can help make your sense of and glean insights from your marketing data.David Fothergill | Nov 20, 2015 at 11:15 am ET