“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Rudy Grahn, attribution and measurement ...

A firm’s decision on whether to downsize when facing performance shortfalls may depend on the CEO’s internal attribution tendency. When a firm’s performance falls short of aspirations, organisational ...

In a recent New Yorker magazine story about the Black entertainer Josephine Baker, who became famous in Paris in the 1920s, the writer was describing Baker's activity in the French resistance to the ...

Help a user along every touchpoint of the customer journey by understanding multitouch attribution models and analyzing the data in GA4. The customer journey involves multiple interactions between the ...