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One of the biggest questions in marketing is how much credit marketing campaigns deserve in driving sales. A variety of techniques have been developed to determine how much credit to attribute to specific marketing campaigns. This process if called attribution modeling
The most common and simplistic approach for attribution is called last-click attribution. This method offers 100% credit to the last click in the user’s path. In general, last click attribution is considered overly simplistic, and is used in a limited tactical way by marketers for making decisions. For making more impactful decisions, more advanced methods have been developed over the years. Together, these methods are called advanced marketing measurement techniques.”