Happy Friday!

Today we have a comprehensive analysis of why data-driven multi-touch attribution (MTA) is the superior attribution model vs traditional models.

The main value with MTA is to enable marketers to better distribute their spend and understand the true performance of every touchpoint.

There is also an interesting story which shows, that by integrating machine learning along with the emerging technologies in supply chain management, companies can achieve a better understanding of the logistics and operations.

Machine Learning provides real-time monitoring throughout the process. With the right reporting and tracking, we can monitor each and every aspect in the supply chain with ease.

Also ICYMI:

• Anaplan, a pioneer in connected planning, introduced new AI-powered capabilities for Predictive Sales Planning to help businesses optimize the design and execution of sales and revenue strategies to grow revenue faster and gain a competitive edge in the market.
• Terminus the Customer rated account-based marketing platform, announced its acquisition of Sigstr, the email signature marketing platform that turns the billions of 1:1 employee emails sent every year into powerful brand engagements.
• 6sense, a leading AI-powered account based orchestration platform, announced that it has expanded its display advertising suite to include dynamic creative capabilities that enable customers to serve personalized content in digital ads based on real-time account information.
• OpenX, one of the largest independent ad exchange, announced that the company completed the migration of the OpenX Exchange onto Google Cloud Platform (GCP), becoming the first major exchange to move completely to the cloud.
• Rubicon Project, the global exchange for advertising, and Telaria, the complete software platform that optimizes yield for leading video publishers, announced that they have entered into a definitive agreement to combine in a stock-for-stock merger.
• BillingPlatform, a global, cloud-based monetization and billing software provider, has raised $10 million in Series B funding from Columbia Capital.