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Marketing attribution is a proven winner when it comes to managing large cross-channel campaigns. With so many variables influencing the consumer's purchase journey, it's a necessity to suss out the credit each touch-point is due. This hasn't gone unnoticed to CMOs or marketing departments and in the last few years a multitude of vendors have emerged, each with their own of flavor of attribution. Many of these attribution models worked great when there were fewer media outlets but fall to pieces with today's ever-expanding variety of channels. Last-click attribution dates back almost 10 years ago when there weren't massive amounts of data available or the infrastructure to handle it. With big-data comes big opportunity, but to take full advantage of all your data you first need the proper model.
Attribution modeling isn't a one-sentence concept though and frankly, it's easy to get lost in the details. This is complicated science, modeling a very dynamic landscape and HEY....it wouldn’t be Internet marketing if the game didn't completely change every two or three years, right?
Everyone knows that marketing is equal parts art and science, and since Adometry provides the best attribution science available we thought a little art would be in order too.