Identity risk scoring has become a critical input for fraud prevention, security operations, and trust decisions.

Proper attribution is a challenge for marketers. Customers that purchase on the very first visit to a website are a rare species, and marketers spend most of the time unraveling the tangle of customer ...

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

Help a user along every touchpoint of the customer journey by understanding multitouch attribution models and analyzing the data in GA4. The customer journey involves multiple interactions between the ...

Ecommerce brands that have been resisting Google’s gentle nudges toward data-driven attribution can no longer drag their feet. The tech titan has eliminated all but two attribution models: last-click ...

The Advertising Research Foundation’s (ARF) “Attribution & Analytics Accelerator” conference concluded Thursday with a focus on attribution models. Alice Sylvester, Partner of conference co-host ...

I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...

Attribution has been the holy grail for advertisers since the beginning of time, especially for media platforms that typically sit further away from the conversion and play a role in branding (i.e., ...

Opinions expressed by Entrepreneur contributors are their own. Digital marketing is a bright new frontier in business advertising. Just a few decades ago, platforms like radio, print and television ...