It’s here. Marketers have been talking about the General Data Protection Regulation (GDPR) forever, it seems, but now the May 25th compliance deadline is officially upon us. If you have been struggling to wrap your head around these sweeping changes and all they entail, you aren’t alone. A survey last month found that fewer than 40% of companies were confident...

Editor's Note: This guest post is authored by Gil Allouche, CEO at Metadata. Some marketing campaign attribution models may be easier to understand than others, but they all require a large set of data pulled directly from the customer journey. First and last-touch attribution are fairly simple in design: They attribute the ROI for conversions based on either...

We're excited to launch Issue 3 of The Sophisticated Marketer Quarterly. Our latest issue explores how storytelling came to be such an important theme in modern marketing. We explore what storytelling is – and what it isn’t, reveal the neuroscience that explains why stories are so influential, and set out the structures and strategies that can help any marketer...