Algorithms at the Service of Attribution Marketing
|| Feb 10, 2015
|| 14 pages
The multiplication of marketing channels and devices (computers,
mobiles and tablets) concerning consumers has greatly increased
the complexity faced by brands in their marketing efforts.
It therefore raises the question of how to measure the performance
of each marketing channel? Only a comprehensive analysis can
truly decipher the interaction between different channels and the
impact they have on each other.
Such is the mission of attribution marketing. This white paper aims
to explain the issues, the principal attribution models used and the
Tags : esv digital, algorithms, interactions, point of contact, nurturing, marketing data, marketing analytics