If you were to list all the attribution models that have been coined in marketing you could get to double digits. But many of these, if you are being kind, are ‘edge cases’. Really, there are 6 established predictive marketing attribution models and the rest are best described as ‘custom’…
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Why we chose to launch our brand new name on Ada Lovelace Day
Yesterday was Ada Lovelace Day (ALD) 2022. So a whole year has passed since we chose to launch our new brand name, Difference Engine, on ALD last year. Here’s a reminder of why we chose that date last year, and what was so special about Ada. Why did we chose…
Marketing Attribution – The Secret Weapon of Breakout Brands
Since internet-based marketing attribution became established in 1995, it has been the preserve of large companies with full-sized marketing and data analytics teams but even then it has been under-exploited. However, the times are changing. What Is Marketing Attribution? While Wikipedia defines (marketing) attribution as ‘…a set of user actions…