Author: George Yanakeas

Unleash the Power of Incrementality in Marketing Attribution Modeling

Introduction Marketing attribution modeling and incrementality go side by side. Without incrementality, you can’t build an effective, result-oriented model. There are many types of marketing attribution modeling, including Last-click, Time Decay, Data-driven, etc. A business must choose the modeling strategy…

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Marketing Data Warehouse: The Ultimate Guide with Examples and Benefits

Data warehousing is not a new concept by any definition. But for marketers, it’s rapidly becoming all the rage — for a good reason. The latest Gartner survey revealed that more than half of marketing leaders are disappointed with the…

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