Data-driven attribution
Data-driven attribution (DDA) is an advanced way of observing how different touchpoints contribute to a conversion or intended customer action. Unlike traditional models, which attribute credit for conversions based on rules defined beforehand (e.g., first-click or last-click attribution), DDA uses real-time data and machine learning models to distribute credit among many touchpoints based on how […]
Mobile-First Performance Marketing: Capitalizing on the Growing Mobile User Base
Introduction In the fast-moving digital age, mobile devices have taken over as a means through which people access and interact with the internet. What was dominated by the desktop is shifting rapidly into the mobile world. Smartphones are thus no longer communication tools but the doorway to an ocean of digital experiences ranging from social […]
