Marketing attribution
MarTech is your source for marketing attribution content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
In order to optimize current campaigns, and plan future ones, marketers need to know which touchpoints are effective in driving conversions. Given the complexity of today’s customer journey across digital and non-digital channels, this is an enormous challenge. Any marketing attribution answers will have data at its core.
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5 essential priorities for marketers in 2025
Position your brand for success in 2025 with these marketing priorities, from smarter AI adoption to better data transparency.
Retail media networks: What you need to know
RMNs are a great opportunity for marketers and ad publishers. However, both groups must first resolve significant technological issues.
Rethinking media mix modeling for today’s complex consumer journey
Evolving media trends requires integrating emerging channels into MMM for holistic marketing insights.
Measuring marketing incrementality: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Marketing attribution for social media and email campaigns.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: November 7
AI is beginning to add its power to the challenging marketing attribution space.
How AI and ML bridge the attribution disconnect across marketing channels
Close the gap in your attribution strategy. Here’s how AI can help you connect digital spend to in-store sales for better ROI.
Unlocking the full customer journey with advanced marketing measurement models
Discover why you should move beyond last-touch attribution to capture the full impact of marketing channels for better performance.
What is identity resolution and how are platforms adapting to privacy changes?
Our guide to Identity resolution, management and related privacy issues including compliance, third-party integrations and the benefits of an identity management platform.
Foursquare introduces Sales Impact attribution features
The new offering combines location and purchase insights for mobile and multichannel campaigns.
How to choose a data enrichment solution
Do you have all the data you need? If you don't, here are the issues to look at when picking a data enrichment provider.
61% of marketers still relying on third-party data
Salesforce's State of Marketing Report finds marketers struggling to activate data and get a full view of customers.
How to measure the impact of brand marketing
Strategies to measure brand marketing ROI, including media mix models, brand lift studies and emerging metrics like share of search.
The marketing ROI problem has its roots in marketing culture
Problems demonstrating marketing ROI? Think about company performance rather than marketing performance and reconsider your metrics.
How to measure marketing’s value in the inevitable cookieless future
Tips for adapting and diversifying your marketing measurement techniques for sustained success in a cookieless future.
Marketing artificial intelligence (AI)
Using multi-touch attribution to build a brand: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: mastering multi-touch attribution.
Google’s cookie deprecation: An essential marketing playbook for the post-cookie era
Insights for optimizing first-party data, testing alternative identifiers, measuring success through customer lifetime value and more.
Current trends in marketing and data have deep roots
Macro-trends identified in the latest Winterberry Group Outlook presentation have roots in the recent past.
Why you should add predictive modeling to your marketing mix
Learn how predictive modeling can optimize your marketing campaigns through accurate audience segmentation, strategic ad placement and more.
How one tech company is doing marketing without cookies
Sentry.io shares its story of what went right and wrong getting rid of cookies and how they're now doing marketing.
Online advertising: The funny, fuzzy math
Uncover common issues when measuring digital ad performance using views, clicks, attribution and other metrics.
Customer journey orchestration
How to use conversion data to enhance top-of-funnel marketing
Here's how enabling conversion data to inform customer acquisition efforts can help marketers boost performance over time.
Sponsored White Papers & Webinars
Go beyond cookies and stay ahead in a privacy-first world
Learn the impact privacy has on your marketing campaigns and why Google Analytics-based dashboards may be inaccurate.
Multichannel attribution: Understanding the metrics behind successful campaigns
Get insights into multichannel attribution, along with key metrics, tools and methodologies for better decision-making.
Why you’re not getting credit for your marketing efforts — and how AI can help
Are your exceptional marketing efforts going unnoticed? Explore how AI can help turn the tide in your favor.
Mastering the art and science of creative analytics
In the new analytics landscape, creative execution emerges as the key optimization lever for optimal brand performance and sales.
Preparing for marketing mix modeling: What you need to know
Google Analytics 4 is of limited use for attribution modeling. That's where marketing mix modeling comes in.
Roku partners with Shopify to allow purchases direct from TV
Ecommerce on streaming TV is becoming more mainstream as buying becomes easier with ad forms like Roku Action Ads.
Marketing artificial intelligence (AI)
4 AI categories impacting marketing: Predictive analytics
While this area of AI has been around long enough, it shouldn't be a substitute for strategic oversight by humans.
Make sense of your marketing with the 101 Guide to Marketing Attribution
This comprehensive guide deep dives into the state of marketing attribution, why it's important, the types of attribution models, and more.
Why we care about marketing attribution modeling
Learn more about attribution modeling, what it is, different types of attribution modeling and how you can use it as a digital marketer.
Marketing artificial intelligence (AI)
Adobe announces Firefly for AI-driven creative
At Summit today, Adobe also announced a new Product Analytics solution and Sensei GenAI.
Accuracy in digital analytics: What marketers need to know
Learn how to better understand analytics data by looking at nuances in data measurement and exploring how analytics tools work.
Marketing mix modeling: A marketer’s guide
With increased pressure to prove the value of marketing, it's time to revisit the MMM approach.
Build a winning marketing attribution framework
In this webinar, learn tried and true best practices from attribution pros.
Economic uncertainty means marketers will re-evaluate ad buys more frequently in 2023
While overall ad spend will continue to grow, many marketers expect to adjust their mix of channels every month.
Channel99 will help marketers measure the performance of channels and vendors
A new company from the founder of Demandbase is seeking to meet the B2B attribution challenge, leading with a free mobile app.
Modeled behavior: A future-proofed new measurement strategy
Rather than shying away from modeled attribution, marketers should look to further understand and wholeheartedly embrace it.
The only two things that matter in marketing
If you want more revenue and results from marketing, you need to develop experimentation and optimization processes. Here's why.
10 questions to ask when auditing your email program
It's time to rethink the email marketing audit. Here's your blueprint for the coming year.
Federal data privacy bill could make life easier for marketers
It would override state privacy laws and set tough standards for gathering and using personal data.