Rebecca Visconti has spent her career using data science to help brands figure out which promotional tools are paying their way and which aren’t. Now she’s taken her talents to healthcare and pharma, ...

Attribution hasn't disappeared. Traditional attribution models have become less reliable as consumer behavior has changed.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kevin Hill, founder and CEO at VuPulse.

After almost 20 years of modeling marketing performance, it has been a wonderful sight to see the Big Data evolution of digital marketing. For some it may seem overwhelming, but for those like me, it ...

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 ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...