A case study in marketing attribution

This article sets out some of the options available for understanding marketing attribution, arguing that no single one holds all of the answers but should be selected and combined based on priorities.

A case study in marketing attribution

Donal O'ConnorOhal Group

Success in attribution requires objectivity and flexibility with an understanding of the array of tools and techniques available, as this case study for a global online brand illustrates.

Precise attribution fuels effectiveness

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

Steve Wozniak, co-founder of Apple, said: "You need the kind of objectivity that makes you forget everything you've heard, clear the table, and do a factual study like a scientist would."

And that is what we insight professionals are trying to do,...

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