Unweighted multi-touch is the simplest way to measure the contribution of each individual touch. At its core, this attribution method involves tracking every touch and then allocating whatever outcome ...

Bridging the Gap Between Offline and Online With Multitouch Attribution Multitouch attribution uses machine-learning AI to calculate and assign credit for a given success metric to the marketing ...

There are other reasons not to trust the MMM trend as a ‘truthier’ attribution fallback, now that multitouch attribution and user-lever tracking is infeasible. And that’s because MMM might just become ...

As marketers constantly test and learn on social media, whether it’s tapping into the hottest new trend like "brat summer" or "demure fall" or the hype around a viral food trend, enhanced KPIs also ...

while last-touch attribution discounts the entire journey leading to the purchase. Even multi-touch attribution, which distributes credit across touchpoints, often assigns arbitrary value ...