Retail media search is gaining steam while Google and other traditional search players lag. Marketers will grapple with genAI and measurement challenges as they rely more heavily on retailers’ search ad offerings.

Our two-part attribution series focuses on holistic attribution. It explores best practices for implementing attribution at the organizational level and balancing channel- and company-level KPIs.

Identifying the best channel metrics that align with companywide key performance indicators is a challenge at a time when marketers are overloaded with data and their companies are questioning those results.

Holistic attribution is a must if companies want to understand the incremental effects of their marketing efforts on business KPIs. But how do firms balance business KPIs with their channel-level ones? We share tips and best 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.

Fast fashion—design trends quickly and cheaply translated for the masses—has had a strong year so far. But unless you're a young woman who takes style cues from social media, many of the more successful online retailers in this space might be foreign to you. According to a September 2018 Hitwise study that looks at fast fashion, mid-tier and premium categories, visits to fast fashion sites grew 20% or more monthly between March-June 2018.

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