As the digital marketing world continues to advance, marketers are presented with a wide variety of channels from which they can increase brand visibility, drive sales and promote their campaigns.
Due to this multi-channel approach, analysis becomes complicated as the majority of marketers attribute credit solely to the last interaction or click in the sales process. In most cases, this is not a true reflection of the value each channel has delivered.
addmustard’s report highlights the importance of multi-channel attribution and aims to provide a concise guide to the models available.
Download the report here.