Tag: attribution models

  • First-Touch vs. Last-Touch Attribution: Which Is Best?

    First-Touch vs. Last-Touch Attribution: Which Is Best?

    7 Min Read If you want to make data-driven decisions on how and where to spend your marketing budget, you’ll need to decide on an attribution model. Attribution models help you evaluate which of your ad campaigns are most successful in driving customers to your website and converting. While there are many different attribution models…

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  • Position-Based Attribution Model: What Is It and How Does It Work?

    Position-Based Attribution Model: What Is It and How Does It Work?

    6 Min Read Marketing spend in the U.S. reached nearly $481 billion last year, but where is that money going? This is why marketing attribution is vital: to determine which of your marketing efforts are leading to conversions. There are several marketing attribution models, each with their own approach to analyzing and assigning credit to different marketing…

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  • CTV Attribution: What Is It and How Does It Work?

    CTV Attribution: What Is It and How Does It Work?

    8 Min Read Marketers have found a new successful model for targeting customers: Connected TV (CTV). More than a third of people in the United States say they watch streaming TV more than once a day, and that number is expected to keep growing over the next five years. And the best part for marketers:…

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  • Multi-Touch Attribution: What Is MTA Modeling and How Does It Work?

    Multi-Touch Attribution: What Is MTA Modeling and How Does It Work?

    0 Min Read In today’s digital world, consumers receive marketing messages from a number of different channels. It can be difficult to track which marketing touchpoints are actually driving conversions. That’s where multi-touch attribution comes in. Multi-touch attribution modeling allows you to see the full journey a customer takes before making a purchase. This includes…

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  • Why CTV Attribution Needs a Shakeup

    Why CTV Attribution Needs a Shakeup

    4 Min Read Simply put, TV and CTV attribution could use some work. Some legacy attribution models give CTV credit for performance driven by other marketing channels. Other models don’t give CTV enough credit for the performance it drives. And some models estimate the credit TV might have earned—which in 2022, is pretty unacceptable.  That’s…

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