Marketing Attribution

The Best Marketing Attribution Software For 8 Measurement Methods (2022)

The global marketing attribution software market is set to grow by 14.4% to USD 3.6 billion by 2023. However the industry is in a state of upheaval, as marketers move to more privacy-friendly solutions in the wake of limits to tracking imposed by Apple, the European Union and others.  Marketing …

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Causal Inference: Where does it sit in the hierarchy of evidence?

If there’s one thing everyone knows about statistics, it’s that ‘correlation is not causation’. Ice cream sales and shark attacks both rise in the summer, but one doesn’t cause another. The hot weather gets people both buying ice cream and swimming in the sea in greater numbers.  If we’re advertising …

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