How is the ROI credited to a specific marketing channel when the marketing investment is distributed across many different marketing channels? Short-sighted attribution models have resulted in good marketing being deemed unsuccessful and vice versa. Proper attribution is at the core of creating a good marketing strategy. It’s crucial to understand that each business requires its own unique approach, and the most effective method to configuring a persuasive attribution model is to look at how customers buy, consume, and re-buy products for that business.
Vice President of Digital Media, The Ohlmann Group