Siddharth Shah

Siddharth Shah is head of web analytics, digital strategy and insights at Adobe. He leads a global team that manages the performance of over $2 BN dollars of ad spend on search, social and display media at Adobe.

Attribution: Busting The Myths

As one of the hottest topics in marketing, attribution is often presented as a panacea for marketers’ dilemmas, allowing you to understand how...

Understanding The Limits Of Attribution

While there is much discussion about attribution and its benefits, marketers seldom discuss what it can’t do. Unfortunately, this creates a...

Making Sense Of Multi-Click Data

Click path reports can be very useful tools in understanding how customers behave. For instance, they can tell you how much time consumers spend...