With no unified measurement currency in sight, marketers are shifting focus from perfect attribution to actionable insights that drive faster, data-led decisions, say experts

Kanchan Srivastava Nov 12, 2025 9:33 AM

Even as massive marketing budgets are being channelled into performance campaigns, as much as 50% of attribution lies in the grey zone, say experts 

Kanchan Srivastava Nov 10, 2025 8:49 AM

Attribution metrics, once the gospel for campaign success, are now increasingly regarded as approximations, explain experts

Shantanu David Apr 30, 2025 8:58 AM

At e4m Performance Marketing Conference 2025, industry leaders highlighted the need for a balanced approach between measurement models and emphasised the importance of understanding business context

e4m Staff Mar 10, 2025 12:08 PM

An all-encompassing strategy, intertwining technology, communication, and oversight, is imperative for advertisers to safeguard their digital investments, say industry experts

Shantanu David Jan 22, 2024 8:46 AM