Too often, B2B marketers get wrapped up in the world of click and lead volume optimization. But the reality is, the ultimate goal of all marketing should be efficiently generating revenue growth, ...

One of the biggest challenges in marketing is quantifying the influence of each customer touch point. Even marketing teams that can map the entire customer journey have trouble identifying the exact ...

Which touchpoint on the B2B customer’s journey gets the credit for the conversion? Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to ...

A custom multi-touch attribution model is built upon the basis of the full-path attribution model. If an organization is already investing in comprehensive touchpoint tracking required for full-path, ...

LONDON--(BUSINESS WIRE)--Quantzig, a global data analytics and advisory firm, that delivers actionable analytics solutions to resolve complex business problems has announced the completion of their ...

Just under a decade ago, the marketing industry faced a big problem: If attribution is such an essential metric to gauging success, then why don’t marketers have tools to measure it accurately across ...

Marketing your business in 2017 requires paying careful attention to which strategies are working and which aren’t. With the rapid proliferation of new marketing software and technology, cookie cutter ...

Welcome to the fascinating world of e-commerce, where understanding your customers’ journey is not just a part of the business—it’s an art form. Today, we’re diving into the realm of multi-touch ...

Demonstrating ROI of your content marketing is critical not just to justify your existing budget, but also to understand how you can optimize your efforts. This article is the final installment of ...

How do companies measure performance for the marketing dollars spent? Tracking the customer journey has become more of a fragmented task due to the omnichannel customer path to purchasing. Marketers ...

Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you're trying to answer. Attribution is important, no matter your industry or ...