Marketing attribution has been a longstanding challenge for businesses of all sizes. In the past, marketers only needed to focus on a few key channels – television, print, perhaps display advertising – and could rely on simple models such as first- or last- touch attribution to report on campaign success and failure.

However, the growth of new platforms and channels has many executives rightfully asking where their marketing efforts are paying off, and where the marketing spend could be better re-invested elsewhere. Most marketers understand that customers respond to multi-touch marketing campaigns, but they continue to struggle with measuring the effectiveness of each channel.

This whitepaper will help you understand how you can:

  • Use data to generate more accurate and comprehensive insights
  • Upgrade your attribution models to get an accurate picture of marketing channel performance
  • Use software to consolidate and analyze your customer data quickly and at scale