Marketing experts have studied attribution for many decades, with current theory dating to the 1950s work of F. Heider. It is the study of human behavior as it relates to purchasing products and ...

As an ardent sports fan, most of my analogies revolve around sports — and so does my understanding of attribution in marketing. In basketball, there is a much-coveted achievement called the ...

You send out emails, you run ads, you post on social media, and you optimize your website to capture organic search traffic. Thanks to your efforts, you’re making sales or getting leads! That’s great, ...

Many companies have been led to believe that conversion attribution is merely a nice-to-have data set that only affects the marketing department. There’s no reason the C-suite should even look at ...

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion. Surprisingly, within the B2B sector, the average customer ...

The e4m Performance Marketing Conference 2025 saw a panel discussion on ‘The evolution of attribution in performance marketing’. On the panel were Mudit Bhandari, Head Digital & Performance Marketing ...

Marketing attribution is needed to identify how well - or otherwise - a marketing campaign is doing. Here are some ideas on how to achieve that! There is no easy way to approach marketing attribution.

Marketing is more of a science than its more creative counterparts – advertising, public relations and promotions – but, despite its emphasis on research and number-crunching, marketing still relies ...