At the highest level, marketing attribution is about estimating the relative effectiveness of different advertising channels. While the term is used quite broadly to cover lots of different techniques and tools, the goal is the same: determine which marketing dollars are driving business value and which aren’t. “Half the money … What is attribution? Read More »| Recast
What is incrementality? It's about measuring what actions would not have happened without a specific intervention. For example if you spend money advertising a product, you need to know how many people bought that product because of the ad.| Recast
Is brand search incremental for your brand or not? This can be a question worth from tens of thousands, up to millions of dollars.| Recast
Much has been written about iOS14, but far less ink has been spilled on the iOS15 software update and its impact on emails.| Recast