“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kevin Hill, founder and CEO at VuPulse.

The IAB’s recently released survey results confirmed what most marketers and advertisers are already thinking—2016 will (and has to be) the year for cross channel attribution. According to the ...

As the direct marketing world starts to make its way to Chicago for DMA2013, the Direct Marketing Association’s annual conference, Chief Marketer asked a number of marketing pros what they thought the ...

More than half of marketers who responded to a survey on the impact of attribution said understanding the path to conversion allows them to more accurately disburse budgets. Many, however, still don't ...

As digital marketers spread budgets to reach their omni-channel audiences -- or channel-agnostic audiences, depending on how you look at it -- measurement and attribution have become chief concerns.

In today’s more measurement-focused marketing world cross-channel attribution is a hot topic. Briefly, this is the science of using advanced analytics to allocate proportional credit to each marketing ...

Search engine giant Google recently announced a move away from its decade-old universal analytics platform to embrace a post-cookies, multi-channel attribution future with its new system, Google ...

With global ecommerce sales exploding at a rate of 16% year-over-year in Q2, reaching $49.8 billion, according to comScore, the industry is primed for growth. Yesterday, the eTail East conference ...

As an ardent sports fan, most of my analogies revolve around sports — and so does my understanding of attribution in marketing. In basketball, there is a much-coveted achievement called the ...