Using multi-channel attribution modelling, marketers know the real contribution that each marketing channel makes to the business and can confront key issues such as “should last click win?”
Like many specialist techniques, to gain the most out of attribution modelling, and to avoid having a pile of useless fragments at the end, rules need to be followed, experience gained and skills maintained. Even if underlying modelling techniques have not altered over the years, the marketing environment and the marketing material it uses have changed radically.
Is your approach to multi-channel measurement and optimisation up-to-date and continually evolving? Do your attribution models genuinely offer multi-channel, real-time measurement?
