Attribution’s on the modern marketer’s mind, but there are a lot of solutions out there. Here’s what you need to know about your options and how to know what’s right for your business.

We’re moving away from third-party cookies, but different companies are using different alternatives. Here’s what you need to understand about each of them and their efficacy.

Can you truly get the bottom of how one campaign impacted your overall profitability? Here’s what you need to know about incrementality in marketing and true holdout testing.

How a company markets itself is arguably one of — if not the most — important factors in its success (or failure). Despite its importance, marketing is typically allotted a … Continued

Using pixel tracking to figure out which of your channels and campaigns drive the most sales is like rowing a canoe with a tennis racket—you’re not going to get anywhere. We get it, that hurts to hear, but your brand and your bottom line will be better for it.

It may hurt to drop the dough on branded keyword campaigns, but it’s going to hurt more if you stop. Game theory explains why your competitor will always benefit if you stop spending.