Does your digital attribution model work?
Despite the availability of big data, advertisers don't always have a clear idea about how much value each channel or campaign adds to their companies' success. To solve this problem, marketers need a clear methodology to attribute credit to the different marketing channels that correctly measures the value of each marketing contact [1]. While this statement may seem obvious, it is hardly a zero-risk proposition. The wrong attribution methods can lead advertisers to incorrectly assess the value of marketing efforts—driving them to move dollars away from successful...