Marketing Attribution

Explore attribution models, tools, and best practices to understand what’s driving conversions across the customer journey.

Invisible but Critical: Why Measurement Is Your Growth Superpower

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More Than What Meets the Eye In B2B and B2C marketing, it’s easy to chase the visible wins — the clever creative, the new channel, the campaign that ‘pops’. But behind every truly successful marketing engine lies something less glamorous, often neglected, and absolutely essential: measurement. Measurement isn’t a reporting task. It’s your growth compass.And […]

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Understanding Marketing Attribution Models

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Let’s Begin In today’s data-driven world, marketing professionals are continuously challenged to decode the impact of various touchpoints within the customer journey. As businesses grow, so does the complexity of tracking consumer interactions across multiple platforms. This is where marketing attribution models come into play, providing a systematic way to assess which interactions contribute most

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Unlocking Growth Through Marketing Attribution: A Comprehensive Guide for Growth Leaders

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Introduction In an era where data drives decision-making, understanding ‘marketing attribution’ has become imperative for growth leaders. As a seasoned marketing strategist who has led attribution transformation projects for high-growth startups, I’ve seen first-hand how a robust attribution model can reshape strategies, optimize budgets, and ultimately drive significant ROI. This guide aims to equip CMOs

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Light at the End of the Tunnel

Is There Light at the End of the Tunnel?

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Is There Light at the End of the Tunnel? Attribution has become a dirty word in marketing. Once the key to understanding marketing effectiveness, it’s now riddled with complexity, contradictions, and bias. In-channel and incremental testing provide useful insights but are more tactical and fail to capture the full picture of marketing effectiveness. Digital attribution

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