Precise attribution fuels marketing effectiveness

This article argues that advanced attribution models improve marketing effectiveness and help business decision making, and sets out key approaches to attribution.

Precise attribution fuels marketing effectiveness

Daniel KehrerMarketShare

Advanced attribution models that combine aggregate, market-level data with individual, consumer-level data are enabling brands as diverse as Hilton Hotels, Citrix and Intel to boost their marketing effectiveness, as well as improving broader organisational decision-making.

Precise attribution fuels effectiveness

This article is part of a collection of pieces on marketing attribution. Read more.

This article explores innovations in marketing measurement and attribution that are being deployed by major global brands to incorporate longer-term brand impacts, improve predictive accuracy, integrate programmatic guidance and raise overall marketing effectiveness.

Marketing attribution – the...

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