Marketing experts have studied attribution for many decades, with current theory dating to the 1950s work of F. Heider. It is the study of human behavior as it relates to purchasing products and ...

Any single attribution model will fail in modern marketing. What matters is designing attribution that is resilient, ...

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

Today’s customer journey through your company website, web pages and marketplace sales platforms often meanders across multiple websites, social media sites, links to authoritative websites, ...

Marketing tactics tend to stick to a tried-and-tested principle: If you’re marketing something consumers don’t need to survive, target their emotions, rather than their logic. The closer you can get ...

Game theory just sounds fun. It rings of intriguing calculations done in the interest of entertaining or worthwhile pursuits: How to choose your March Madness bracket. How to get your spouse to do the ...

The authors examine the relationships among performance, causal attribution, and the expectancy component of sales force motivation through the measurement and manipulation of components of a proposed ...