Any single attribution model will fail in modern marketing. What matters is designing attribution that is resilient, ...

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader ...

AI-driven search is breaking last-touch attribution. First-touch analytics reveals SEO’s role in discovery, influence, and revenue.

Barbara Puszkiewicz-Cimino is a digital marketing and MarTech strategist with a passion for leveraging technology to drive business growth. Every marketer asks the same thing at some point: How do we ...

Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became the ...