Cross channel attribution management provides the benefit of insights that can inform marketing strategies by revealing the true impact that every marketing tactic, campaign and channel has on your ...

How a firm evaluates its past alliance performance can influence its choice between future alliances and acquisitions. The core tenet of performance feedback theory is that the evaluation of past ...

PORTFOLIO PERFORMANCE measurement tells us how a fund has done historically and what the level of performance relative to the benchmark has been. It's the quality control element of the investment ...

Marketers and their agencies typically look at attribution management and the value it provides an organization in direct response terms. Focusing on accurately attributing metrics like conversions, ...

Opinions expressed by Entrepreneur contributors are their own. Digital marketing is a bright new frontier in business advertising. Just a few decades ago, platforms like radio, print and television ...

Each model has different credibility which makes it difficult to choose the suitable model for a specific business type and campaign. Marketing attribution is the way by which marketers decide which ...