Does “Measure Everything” Means “Data-Driven”?

Data-driven “everything” is a trend. This is a graph that displays the volume of queries related to “data-driven” topics in Google search during the last 5 years. It’s clear that many industries, departments, and professionals are trying to embrace the data-driven approach which means that we should incorporate data within our decision-making process. We are living

Marketing Attribution Models: Go Beyond Last Click

Attribution models help assign credit for sales and conversions to touchpoints in conversion paths and they are part of fundamental optimization techniques for marketing channels. Although it’s not hot topic (like conversion attribution window), it is a mandatory process, especially for companies that have large advertising budgets and marketers who want to allocate their money in