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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How marketers can measure success
Marketers can show how their actions contribute to certain outputs as long as they're committed to measuring their work.
Why marketing attribution is both a challenge and a necessity
While some are skeptical about the attribution narratives derived from touchpoint data, others insist that measuring marketing is a must.
Customer journey orchestration
How much does acquiring a customer cost?
Using the right strategies for tracking and optimizing cost-per-acquisition will improve ROI.
19 questions to ask marketing attribution and predictive analytics vendors during a demo
These platforms can provide marketers with valuable insights into how to better allocate their resources.
Mozilla and Meta are working on privacy-preserving attribution
The solution would allow advertisers access to aggregate data on campaign performance without links to individual user behavior.
Return on investment is missing in action
Forget about predicting ROI in today's lightning-fast digital environment. Instead, develop agile, reactive response systems.
Do you need a marketing attribution and predictive analytics tool?
Make sure your organization understands how it will not only use attribution and predictive analytics, but also how it will measure success.
Nielsen’s Gracenote adds predictive content analytics
Audience Predict will forecast future program performance.
AppsFlyer announces new Privacy Cloud
Emerging technology allows data to be computed while remaining encrypted end-to-end.
6 marketing attribution and predictive analytics platforms your organization should consider
These platforms can provide marketers with valuable insights into how to better allocate their resources.
What do marketing attribution and predictive analytics tools do?
Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are currently blowing.
Google Ads announces machine learning-based attribution models in new privacy landscape
Google seeks to balance greater privacy for users with viable attribution models for advertisers.
Why account-based marketing continues to grow
Whether it’s streamlining communication between marketing and sales or creating more personalized web engagement with target prospects, ABM technology offers the ability to build out critical relationships.
Why marketing attribution and predictive analytics tools are gaining currency: Tuesday’s daily brief
Plus the Instagram browser-based posting rumors
The importance of marketing attribution platforms in today’s environment
At a time when there's more scrutiny on marketing budgets, attribution solutions are helping eliminate waste and justify spend.
Social Shorts: Facebook attribution change on hold, Instagram gets more shoppable, turns 10
The social media marketing week in review: A round up of news and announcements you may have missed.
Stirista adds attribution and location intelligence
Announces acquisition of Nikaza.
MarTech Minute: Demandbase expands features, Simpli.fi adds attribution capabilities
A quick round up of the latest marketing technology news and announcements.
Beyond the cookie: What’s next for attribution?
Identity resolution and more holistic approaches to measurement are the way forward, according to 11 experts.
HubSpot adds ABM, attribution reporting and machine learning A/B tests to Enterprise offering.
The company hopes to address complex usability challenges marketers face that are commonly associated with legacy enterprise systems.
New challenges ahead for attribution with the rise of intelligent tracking prevention
With a projected 30-40% loss of user data in Safari with ITP in 2020, marketers are going to have to re-think how to handle attribution in the coming year.
Pro Tip: Why you should stop using last-click attribution in Google Ads
The Model Comparison Tool report in Google Analytics evaluates non-last click models to help you better measure success.
Digital advertising is not the dot com bubble, improper attribution is
The real problem in paid search right now is our belief that we can track everything.
Parse.ly looks to solve content marketing attribution challenges
A conversions report details which content converts the most users, which content contributes to the most conversions and the types of conversions.
Making the leap to multi-touch attribution: How to get buy-in from sales, tech, leadership
Every company should be moving to multi-touch attribution, says Mediacurrent's Adam Kirby -- and it's not just a marketing thing.
NinthDecimal Introduces Multi-Touch Attribution for Offline Store Visits
Company touts "MTA" solution as the next-generation in campaign measurement and analytics.
CMOs must dig deeper on attribution
We need to be able to communicate complex data outcomes to the rest of the C-level in a way that is compelling, understandable and relatable.
LinkedIn buys Drawbridge to improve ad targeting, attribution capabilities
Drawbridge's technology will be used to help improve reach for LinkedIn's Matched Audiences and Audience Network campaigns - and provide better attribution.
MoPub gives publishers impression-level revenue data, links with attribution platforms
The granular level data now being offered by the Twitter-owned mobile ad exchange will help publishers optimize user acquisition campaigns.
Could machine learning solve attribution challenges?
Maybe not, but your team still needs to be able to confidently track ROI and communicate value to your organizational leaders.
Time to leave last touch attribution in the dust? Answer these 4 questions first
The days of last touch attribution may be numbered. Here’s what retail marketers need to consider before making the switch to a multi-touch model.
More companies turning to multi-touch attribution tools to optimize spend across growing number of channels
Companies expected to spend $1.6 billion on MTA platforms and services by 2023.
Is attribution dead? The answer is yes and no
Multi-touch attribution is only going to get harder due to platform changes and a focus on privacy but there are a few approaches used within MTA that can produce actionable insights.
Singular can now track ROI across channels, with deterministic attribution
Its new solution extends the intelligence platform’s ability to see customer journeys across platforms.
Kochava launches deterministic attribution for mobile web
The attribution firm is now matching its mobile web cookies to its mobile device IDs, to definitively track the impact of mobile web ads on app installs.
Reddit App Install ads are here, along with new 3rd party attribution options, more tracking capabilities
The site is continuing to build out its performance-driven advertising options for marketers.
Where is Google Attribution?
Google's free attribution tool made a big splash in 2017. Where does it stand now?
MarTech Today: Facebook ad revenue, paid search tactics and the status of Google Attribution
Here’s our recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: The New 5Ps of Marketing Jan 31, 2019 by Digital Marketing Depot Do you remember the 5Ps of Marketing? Product, Place, People, Price and Promotion? For most of us in digital marketing, […]
Marketing Day: Quora keyword targeting and auction insights, Google attribution, more
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
MarTech Today: New study on AI in sales, when to pay for search analytics tools and Facebook Attribution gets mixed reviews
Here’s our daily recap of what happened in marketing technology today, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: InsideSales’ new study: AI is ‘becoming a way of life’ for sales Jan 29, 2019 by Barry Levine Nearly three-quarters of surveyed sales pros in the U.S. are now using […]