attribution

It’s in the Data: Making Attribution’s Future Less Hazy

The (increasing) number of devices, channels, platforms and solution vendors complicates attribution’s future every day. Aside from this labyrinth, attribution’s fate is implicated in how these technologies use data and speak to each other. Marketers have made it clear that … Continue reading

Articles, Cross-Device Targeting, People-Based Targeting | Comments Off on It’s in the Data: Making Attribution’s Future Less Hazy

Attribution Needs To Walk Before It Runs

Today, most trackable human behavior occurs online in a digital context. Much of this data may be the raw material used in an attribution model. Using cookies or device IDs, brands can market directly to a single consumer, targeting their … Continue reading

Articles, Closed-Loop ROI Measurement, Cross-Device Targeting | Comments Off on Attribution Needs To Walk Before It Runs