Companies may know that more advanced attribution practices are needed to prove marketing value in today’s complex media world, but that doesn’t mean they understand, or easily embrace, these practices.

Holistic attribution is a must if companies want to understand the incremental effects of their marketing efforts on key performance indicators (KPIs). It is difficult to achieve, but companies can make the move, so long as they follow necessary steps.

Some marketers turn to data scientists as they look to improve their ad measurement and digital attribution capabilities.

The inaccuracies of last-click attribution are well-documented, yet many marketers still rely on it.

As TV advertising becomes more digitized, marketers are turning to more sophisticated attribution models.

While adoption of multichannel attribution models is increasing, the growth rate has slowed. eMarketer lowered its 2018 multichannel attribution adoption estimates from 62.0% to 54.0%.

Research shows that last-click attribution remains popular, multichannel attribution is gaining popularity and content marketing attribution is difficult to analyze.

Roughly 30% of the time, there are missing blanks in the information that marketers receive to inform their attribution efforts, according to Kochava.

Marketers continue to struggle with how to best credit a purchase, and the challenges in fixing this issue are not primarily technological.

Many companies now use big data to optimize their marketing efforts, but what about broader company initiatives? eMarketer explores how some firms are using marketing data to power their product and merchandising efforts.

Glen Hartman, senior managing director and lead for Accenture Interactive North America and global digital marketing/transformation, explains how a telecom giant's simple goal to increase the conversion rate of its paid media turned into a large-scale digital transformation.

This report contains a framework for making sense of customer engagement metrics at one’s organization. It shares requirements for putting that framework to use and gives examples of companies successfully navigating customer engagement efforts.

With smartphones ubiquitous, marketers have new ways of linking online advertising with offline actions. This enhanced online-to-offline (O2O) view exposes a broader swath of the path to purchase and more accurately reveals advertising effectiveness.

Priest Willis, senior global marketing manager at Lenovo, spoke with eMarketer's Ross Benes about how the electronic device manufacturer is tweaking its attribution approach.