This is part one of a two-part deep dive series on the changing face of attribution. Facebook’s had a tough time of it recently. There was the explosive Wall Street Journal Facebook exposé, ...

Jaymie is the CEO of Jaymie Scotto & Associates (JSA), the premier PR, marketing and event planning firm for the telecom/tech industry. “That depends a good deal on where you want to get to,” said the ...

Many companies have been led to believe that conversion attribution is merely a nice-to-have data set that only affects the marketing department. There’s no reason the C-suite should even look at ...

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a ...

What is better – information that is cheap and wrong or information that is expensive and accurate? Soon, marketers may have to decide. Some months ago at my day job as head of marketing at the IT ...

It’s one thing to know how you’re doing against your metrics. But even if you’re knocking it out of the park, if you don’t know why you’re doing well, you won’t be able to replicate your success. That ...

Marketing has never had more data – and never been more blind. Third-party cookies are disappearing, ad platforms guard their insights, and reports are riddled with ...

As the industry enters a new era, creating workable attribution systems will benefit everyone in the equation — from artists to AI music companies. AI attribution is the key to unlocking the limitless ...

In daily life, people often have opportunities to interact with others while observing others performing actions similar to their own. For instance, people dance in groups while observing others ...