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We've long known that the power of digital marketing is in its measurability. But measurability is only half the battle.  The other half is attribution — understanding how to allocate credit to your various marketing programs and appropriately recognize their impact on the customer journey. Over the past two years, we’ve built a strong foundation in attribution with Multi-Channel Funnels and the Attribution Model Comparison Tool in Google Analytics (as well as additional tools for AdWords and Google Display Network ). Today, we’re expanding our attribution capabilities with Data-Driven Attribution in Google Analytics Premium, with algorithmic models and a new set of reports designed to take the guesswork out of attribution. It’s available globally to all Google Analytics Premium customers. Data-Driven Attribution analyzes the customer journey, whether that journey ends in a purchase (or conversion) or not. Our modeling methodology, grounded in statistics and economic principles...

Webinar on Tuesday 7/16 Register for the webinar here . When it comes to web analytics, one of the biggest complaints from marketers has long been the lack of technology to measure the ROI of social media. Thanks to our exciting integration between Google Analytics and Wildfire by Google that was first announced at thinkDoubleClick in June, those blind spots are now a thing of the past. This webinar will demonstrate how social media impacts the customer journey and then show you how Google Analytics lets you measure that influence in detail. We’ll start by showing you the best way to set up your modeling and reporting to include all your social marketing efforts. Then we’ll give you a live demo of the Google Analytics integration with Wildfire. Now you’ll be able to see exactly how each and every social message and page published with Wildfire drives traffic and revenue to your website. The webinar features Adam Singer, Product Marketing Manager for Google Analytics and Jessica Gilmar...