Attribution analytics is the practice of assigning credit for conversions across the marketing touchpoints that preceded them. Done well, it tells you which channels are earning their budget. Done poorly, and it becomes a political document that every channel manager uses to justify their own existence. Most attribution models are not wrong because the maths…
Data-driven advertising means using audience data, behavioural signals, and performance metrics to inform where you spend, who you target, and what you say. Done well, it reduces waste and sharpens decision-making. Done poorly, it becomes a sophisticated way of optimising toward the wrong thing. The promise is real. The execution is where most advertisers come…
AI-generated referrals are traffic your analytics platform almost certainly cannot see. When someone asks ChatGPT or Perplexity which tool to use, reads a recommendation, and clicks through to your site, that visit typically arrives as direct traffic or with no referral data at all. The channel is real. The attribution is invisible. That is a…
Outcome-based attention scores are a method of measuring advertising effectiveness by connecting how much attention an ad receives to a downstream business result, whether that is a sale, a sign-up, or a shift in brand preference. Unlike viewability metrics, which only confirm that an ad appeared on screen, attention scores attempt to quantify whether a…
Fractional attribution is a method of distributing conversion credit across multiple touchpoints in a customer experience, rather than assigning it all to one. Where last-click attribution says the final touchpoint won the sale, fractional models ask a more honest question: which channels actually contributed, and by how much? It sounds like a technical upgrade. In…
Competitive intelligence data is information gathered about competitors, markets, and industry dynamics to inform strategic decisions. Done well, it tells you where rivals are investing, where they are pulling back, and where gaps exist that your business can fill. Done poorly, it becomes a data collection exercise that consumes time and changes nothing. Most teams…
Marketing ROI analysis is the process of measuring the financial return generated by marketing activity relative to what was spent. Done well, it tells you which channels are earning their keep, which are coasting on correlation, and where reallocation would actually move the needle. Done poorly, it gives you a number that looks clean on…
First party data is the information you collect directly from your own customers and audiences, through your website, your CRM, your email list, your app, your transactions. You own it, you control it, and no one can take it away from you. That distinction matters more now than it ever has. The advertising infrastructure that…
Firms integrating CRM data into B2B media execution are doing something that sounds obvious but is surprisingly rare: using what they already know about their customers to control who sees their advertising, not just what the advertising says. The core idea is straightforward. Your CRM holds intent signals, pipeline stage data, firmographic detail, and account…
Call attribution is the process of connecting inbound phone calls to the marketing channels, campaigns, or keywords that generated them. Without it, every call that comes into your business is a black hole in your reporting, and any channel that drives phone enquiries looks undervalued compared to channels that convert entirely online. For businesses where…
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice