Many companies have been led to believe that conversion attribution is merely a nice-to-have data set that only affects the marketing department. There’s no reason the C-suite should even look at ...

Identity risk scoring has become a critical input for fraud prevention, security operations, and trust decisions.

In GCC, most online platforms rely on coupon websites to increase sales while they spend large sums of money across other ...

Attribution science is a growing area of study that analyzes whether extreme weather events like hurricanes, heat waves, or flooding are caused — or influenced — by climate change. A good example is ...

“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 Carl Spaulding, executive vice president ...

“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 Dor Birnboim, US VP, Strategic ...

Attribution window is an ad publisher’s time limit to claim credit for user clicks/impressions for app installs/purchases. The term attribution window, aka conversion window, is the period during ...

The quest for effective advertising led John Wanamaker to ponder the challenges of attributing success to marketing efforts, paving the way for Attribution Modeling. In the 1950s, Marketing Mix Models ...

What is better – information that is cheap and wrong or information that is expensive and accurate? Soon, marketers may have to decide. Some months ago at my day job as head of marketing at the IT ...