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

“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 Matt Voda, CEO at OptiMine. At a recent ...

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

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 ...

What, Exactly, Is Google Attribution? Google Attribution is the simplified (and, therefore, free) version of the enterprise-level solution known as Google Attribution 360. It’s a comprehensive digital ...

Forrester Research, Inc. recently released their Interactive Attribution Q4: 2009 report, a 44-criteria evaluation of interactive attribution vendors. The report opens with a statement of why accurate ...

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 ...

For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...