Proving ROI with Revenue Attribution In today’s data-rich marketing landscape, marketers must quantify campaign performance to optimize budgets. With many touchpoints across channels, determining which efforts convert leads is difficult. Marketers can no longer rely on gut feelings; data validation is required. Revenue attribution models offer a solution. By analyzing customer journeys across touchpoints, these […]
Why Single-Touch Attribution is No Longer Enough Today’s customer journey is significantly more complex than when single-touch attribution reigned as the exemplary model. Customer journeys are now multi-channel, multi-device, and often non-linear. While more sophisticated attribution models have been developed to address the contemporary customer journey, many marketers and brands still rely on single-touch attribution. […]
In recent years various leaders and marketers have pronounced multi-touch attribution (MTA) as dead. Each cites different reasons–the loss of signal from identity deprecation, failed experiments, or a fallback to MMM frameworks. However, despite these proclamations, MTA is steadily adopted by a significant percentage of businesses each year. So what’s the problem? Abstract Below is a summary […]
Summary Businesses strive to calculate the value of marketing elements and gain an accurate understanding of the customer journey. By planning MTA solutions around KPIs, brands can create a critical resource that reveals accurate revenue attribution and specific insights into customer journeys. By connecting true attribution values across dimensions, businesses can query datasets and optimize […]
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