Marketing Innovation Blog

Marketing Innovation

Keep up to date on the latest announcements, events, and happenings from the connectivity community.

How Cross-Channel Attribution Works

Attribution is the practice of tracking and valuing all marketing touch points that lead to a desired outcome. The expansion of marketing channels and tactics has left marketers asking, “what’s working and what’s not?” In our recent blog post, we analyzed the true definition of attribution and the various subcategories that relate to marketing measurement. Today, ...

Defining Marketing Attribution Measurement

Measuring cross-channel marketing performance is difficult. In fact, according to a recent eMarketer study, 34% of marketers surveyed still rely on individual channel analysis and channel-specific metrics to measure the success of their marketing campaigns. Even more shocking, 35% admit to not using any sort of robust measurement technique. Add to the complex digital measurement ...