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...