Thoughts on the state of Digital Marketing, Attribution, ROI and Marketing data

Demystifying attribution models to bring clarity to your business

The customer journey is rarely linear, which makes it tough to directly tie individual customer interactions back to tangible business outcomes.

5 Tips for Campaign Classification

Digital marketing campaign classifications — metadata — are the wild wild west of marketing data due to a lack of industry-wide protocol. What exactly does all of that mean?

7 Best Practices for Building your World-Class Campaign Tracking System

Most organizations use spreadsheets or a homegrown system to track the effectiveness of digital marketing campaigns. But can it scale?

Happy Birthday, UTM Methodology

Today’s UTM methodology — methodology you rely on every day in order to receive all touchpoint data — is over 20 years old.

Why the Data Attribution Ecosystem is Broken — and How to Fix it

The data status quo currently looks like that mass of cords living in your basement that needs combing through.