Data-Driven Analytics

An excited marketing specialist points to a complex, colorful AI data chart, demonstrating a clear financial return on investment (ROI) via cross-channel attribution.
Performance & Analytics

The New Frontier: AI-Powered Cross-Channel Attribution for Data-Driven Marketing Effectiveness

The world of marketing attribution is changing rapidly. The traditional models, especially Multi-Touch Attribution (MTA), are facing unprecedented headwinds due to privacy regulations and platform changes (Emmons, 2024). Consequently, old…