Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform that helps business-to-consumer brands grow their businesses. Third-party cookies have long been used by advertisers to ...

Instead of relying on user paths or platform-based credit, causal approaches use experiments and incrementality models to determine whether a specific action genuinely affected an outcome.

Welcome to the fascinating world of e-commerce, where understanding your customers’ journey is not just a part of the business—it’s an art form. Today, we’re diving into the realm of multi-touch ...

In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...

NEW YORK--(BUSINESS WIRE)--Foursquare, the leading independent location technology company, today released Closed Loop, a new feature within its Attribution offering that gives marketers unprecedented ...

As attribution models struggle to keep pace with fragmented customer journeys—leaving as much as 50 per cent of the path untracked—marketers often end up over-investing in channels that capture the ...

The entire study of customer behavior is dedicated to examining the factors and motives that form purchase decisions, as well as the emotional, mental, and behavioral responses and influences these ...

Retailers best serve customers when they can identify their needs and proactively meet them. That’s why accurately predicting consumer behavior is so important. It might not always be easy — Walmart’s ...

Opinions expressed by Entrepreneur contributors are their own. The biggest benefits to conducting customer behavior analysis are customer satisfaction and, in turn, revenue. The more satisfied ...

The term consumer behavior gets tossed around a lot. Let’s take a moment to properly answer the question: What is consumer behavior? At its core, consumer behavior is an act of studying a specific ...

In an era where media consumption is splintered across screens, formats and fleeting attention spans, the task of understanding audiences has become exponentially more complex. For Nielsen’s Chief ...