As third-party cookies phase out, measuring marketing performance is becoming more complex. Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one ...

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

Many data-driven companies are assessing the performance of their digital channels holistically with marketing attribution tools and software. These tools can be extremely handy when it comes to ...

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.

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 ...

Discover how 2026 is revolutionizing B2B marketing with AI-driven automation and the rise of the Model Context Protocol (MCP) ...

Navigating the complex world of marketing can be challenging for CMOs, especially when it comes to demonstrating the return on investment (ROI) of their efforts. In times of economic uncertainty, ...