Don’t let the campaign report end the conversation. Asking why and testing your hypothesis turns results into better decisions. By Jeanne Jennings Published on August 24, 2026 A campaign goes out. The results come in. They’re good; better than expected. Everyone celebrates (as they should), the numbers make their way into a report … Continue reading Better marketing starts after the results come in
Attribution turns complex buyer journeys into neat charts. Marketing contribution looks at the content, conversations, and decision points those charts miss. By A. Lee Judge Published on August 20, 2026 Attribution models never measured the full buyer journey. Marketers have spent two digital decades asking the wrong question: Where did this lead come … Continue reading Marketing contribution is the new attribution
No attribution model can answer every business question. Successful B2B marketers combine attribution, MMM, and experimentation instead. By Dan Harris Published on August 6, 2026 For years, B2B marketers treated attribution like a courtroom case: gather the evidence, assign credit, and prove which channel “won.” That model no longer fits how buyers behave, … Continue reading Stop looking for the perfect attribution model
AI is making marketing influence harder to track. Here’s how to avoid misleading attribution data and make better investment decisions. By Dan Taylor Published on May 12, 2026 Last-click attribution has long been seen as a practical way to assign value to marketing activities. It offers a clean, simple view of what appears … Continue reading Last-click attribution rewards the wrong work in an AI-first world
Moving past attribution can feel risky, but staying stuck is worse. Reframe marketing measurement to reflect real buying behavior and business impact. Kathleen Schaub on October 30, 2025 A tough conversation is unfolding between marketing leaders and the C-suite. CMOs are realizing that static, deterministic metrics like attribution create false narratives. Many fear CEOs … Continue reading Winning executive trust in the move beyond marketing attribution
Lost In Data: Why Marketers Don’t Trust Attribution And Measurement by Laurie Sullivan , Staff Writer, September 22, 2025 Marketers are challenged with putting data insights together piecemeal to prove performance. Privacy changes and fragmented user journeys have blurred the picture of what truly drives growth. Companies expect artificial intelligence (AI) to solve it all, … Continue reading Lost In Data: Why Marketers Don’t Trust Attribution And Measurement
MTA promises precise measurement, but delivers complexity and confusion. It’s time to replace it with incrementality testing and MMM. Tom Leonard on June 20, 2025 Multi-touch attribution (MTA) is a waste of time and money. This isn’t a controversial statement anymore. Few disagree except for MTA vendors, and even they have quietly hedged their … Continue reading It’s time to move on from multi-touch attribution
Attribution tells you what happened. Incrementality tells you if it mattered. Here’s why that difference is costing you more than you think. Tom Leonard on April 17, 2025 Attribution. Oh, attribution. Even typing the word makes me squirm. And I’m not alone — 40% of CMOs say improving ROI and proving attribution across the … Continue reading How attribution masks what’s actually driving growth
A new LinkedIn report highlights ways marketers can improve their tracking and optimization of results. Constantine von Hoffman on February 6, 2025 Digital marketers are under pressure to prove the impact of campaigns and show how strategies tie into bigger business goals. LinkedIn’s report, “The Future of B2B Marketing Measurement,” offers ways B2B marketers … Continue reading Smarter attribution strategies to help B2B marketers prove campaign value
Close the gap in your attribution strategy. Here’s how AI can help you connect digital spend to in-store sales for better ROI. Michele Morelli on October 16, 2024 As marketers pour more budget into digital channels, a surprising disconnect remains. While the majority of retail sales, for example, still happen in physical stores, most … Continue reading How AI and ML bridge the attribution disconnect across marketing channels
