The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Tim Vanderhook The ...

Multi-touch attribution (MTA) is a waste of time and money. This isn’t a controversial statement anymore. Few disagree except those who happen to run or work at MTA vendors. Even these vendors have ...

Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became the ...

You’ve likely been here: after launching a thoughtful, multichannel campaign — podcasts, CTV, social video, gaming, DOOH — your analytics dashboard credits a single retargeting ad for the conversion.

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

AUSTIN, Texas, Sept. 3, 2025 /PRNewswire/ -- Black Friday and Cyber Monday remain the biggest moments in retail, with significant pressure on brands in 2025. Tariffs and high financing costs are ...