Marketing attribution – millionbyte.us

Illustration of impression-based advertising

Why impression-based advertising will redefine search and CTV

Connected TV and OTT, Digital advertising, Marketing attribution, Million byte, Search marketing

Microsoft search ads updates usually fly under the radar — such is life as a distant second to Google — but a late August announcement deserves attention: the launch of impression-based remarketing. Given Microsoft’s scale, this won’t be a game-changer. Symbolically, though, it marks a significant shift away from outdated click-based advertising toward a healthier […]

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Your quick guide to marketing attribution models

Marketing analytics, Marketing artificial intelligence (AI), Marketing attribution, MarTechBot, Million byte

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Q: Can I get an overview of the top attribution models used in marketing today? Attribution models help marketers understand how different

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A group of marketers surrounded by glowing, floating data points and customer segments, connected by light trails, representing insights and predictive analytics.

How customer analytics closes the gaps in performance measurement

Marketing analytics, Marketing attribution, Marketing technology, Million byte

Attributed revenue, ROAS, conversion rate — traditional marketing metrics track efficiency but often miss the signals that reveal which customers drive growth. Today, first-party customer data is more accessible and valuable than ever. And when combined with AI, it opens the door to a new era of customer-centered performance measurement. Customer analytics shifts the focus

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Two overlapping human silhouettes. The front silhouette is brightly lit and holding a small trophy, while the back silhouette, partially in shadow, is pushing a large arrow upward.

4 steps to kickstart incrementality without overcomplicating it

Digital advertising, Marketing attribution, Million byte, Search marketing

I may live in a marketing-measurement bubble, but if you’re a brand — especially a consumer brand — you’ve likely felt the itch: “‘Maybe we should think more seriously about incrementality.” The good news? You don’t have to overhaul everything at once. Here’s how to start. Step 1: Recognize attribution’s limits This isn’t just about

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How to turn marketing attribution from a black box into a growth engine

Marketing analytics, Marketing attribution, Marketing automation, Million byte

Marketing attribution often feels like a black box. Budgets go out, deals come in — yet the connection between the two remains frustratingly unclear. This lack of visibility forces marketing teams into a defensive posture, spending more time justifying their existence than demonstrating their impact. Over time, this erodes credibility, sparks budget battles, and makes

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Last-click attribution in digital marketing

If you want better outcomes, stop relying on last-touch attribution

Digital advertising, Marketing analytics, Marketing attribution, Million byte

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. All the other moments — the podcast that sparked interest, the video that built trust, the game that created connection — vanish from the story. It’s

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Concept of marketing funnel or customer journey map with hands and scheme

If you only invest in what converts, you’re undervaluing what works

Customer journey orchestration, Marketing attribution, Marketing management, Million byte

To make smart marketing decisions, we must understand how people move from first interaction to final conversion. But too often, what gets measured most easily drives the strategy. That usually means prioritizing the bottom of the funnel — where conversions happen — at the expense of the stages that make those conversions possible in the

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