For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...

Adapting attribution and metrics to generative artificial intelligence (generative AI) presents notable challenges, as the integration of these technologies into campaigns continually reshapes how ...

The report outlines how false precision in attribution is leading brands to misallocate spend as privacy and AI reshape ...

For chief marketing officers of retail brands and businesses, knowing which channels and campaigns deserve the marketing budget can directly impact the success and length of their tenure. But in today ...

Finastra’s Fusion Invest combines private and public market investments, allowing portfolio managers and performance officers to access performance analytics (time-weighted and money-weighted internal ...