What contribution do attribution models make to successful online marketing campaigns? What does a brand marketer have to consider when choosing the right model and how can it be implemented? adlicious and Flashtalking provide answers to these highly topical questions.
With the increasing number of users who consume content on the web via various digital channels on multiple devices, the complexity of recording all relevant touchpoints within the customer journey and making them measurable is also increasing. Blocking cookies also makes it difficult to measure reach and frequency, as does attribution itself. Isolating individual paths from raw data is a major challenge. Companies that overcome these obstacles develop decisive competitive advantages by collecting and analyzing relevant data from customer journeys in order to gain valuable insights and derive effective actions from them. One groundbreaking tool for this is the use of an attribution model.
Link to the PDF: Adlicious Flashtalking Attribution white paper
