Business Impact

Multi-Touch Attribution (MTA) Saves This Marketer Millions In Wasted Spend

Multi-Touch Attribution (MTA) focuses on media optimization,…

Multi-Touch Attribution (MTA) Can Start a CMO / CFO Love Affair

Sometimes a relationship between CMO and CFO generates tension. When…

How Important Is Time To Financial Impact For Marketers?

Back in the day ...I remember testing 104 different banners on…

Why Is Multi-Touch Attribution (MTA) Better Than Last Touch?

Imagine the adrenaline pump that astronaut Neil Armstrong and…

Marketing Attribution – Have We Discovered John Wanamaker’s Missing Half?

John Wanamaker had it right, and wrong. He’s perhaps most…

Who (Really) Wins and Loses With Multi-Touch Attribution (MTA)?

We’ve often been asked this question, because when you move…

3 Keys To Operationalize Attribution (or Anything)

Attribution works (it's the math), but building consensus and…

What Are The Five Causes of 75% of Advertising Fraud?

According to Mark Pritchard, Chief Brand Officer at Procter &…

How Do You Increase ROI?

The #1 Question we get all of the time is ... "How do we…