To help B2B marketers gain a more reliable understanding of advertising responses, LinkedIn is updating its advertising attribution models with a new hybrid attribution methodology that the ...

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion. Surprisingly, within the B2B sector, the average customer ...

Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September. Last-click and data-driven ...