Beyond Clicks and Impressions – Building Holistic Web Analytics Frameworks for Business Growth
In my early days as a digital marketer, I was obsessed with the basic metrics—clicks, impressions, and bounce rates. I thought these numbers told the full story of our online performance. But as I delved deeper into client campaigns, I […]
Advanced Attribution Modeling: Moving Beyond Last-Click in a Multi-Channel Ecosystem
In today’s digital landscape, marketing success hinges on understanding how different channels influence customer journeys. Traditional last-click attribution models, once the industry standard, now fall short in capturing the nuanced contributions of multiple touchpoints across diverse channels. As organizations grapple […]