The sums spent on digital advertising are so vast; any inefficiencies become costly disadvantages. Attribution models identify such waste, but too many marketers struggle to understand the opportunities of attribution. And even if marketers want better attribution, getting budget support and C-suite approval can prove daunting.
This guide addresses three issues to help marketers implement better attribution:
- What attribution models are available and which is the right one for my brand?
- Whom will I need to work with and how can I get buy-in?
- How do I build a business case for attribution?