Marketing

How First-Click Attribution Affects Marketing Budget Allocation

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Hands using a mouse and keyboard, showing how first-click attribution influences marketing budget allocation

There’s a certain comfort in seeing the start of a customer’s journey. It feels clear-cut. You can point to that first ad click or search and say, “That’s where it all began.” And for many marketers, especially those trying to get a grip on what’s actually driving revenue, that’s enough reason to focus their dollars … Read more

Is Your Marketing Strategy Biased? 10 Ways to Ensure You’re Getting the Full Picture

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A Person Typing on A Laptop with Soft Lighting in The Background, Focused on Their Hands and The Keyboard, Reflecting on A Marketing Strategy

Picture a marketer—let’s call her Sarah—sitting in a brainstorming session. She’s got data, coffee, and a killer idea for a campaign targeting young professionals. Sounds solid, right? But then someone points out her audience skews heavily male, urban, and tech-savvy. Sarah didn’t mean to ignore rural women or older folks; it just happened. That’s bias … Read more