Eight steps marketers can take to get the most out of digital attribution

This article presents an eight-point checklist that will show how to optimise digital spend at a tactical level, including what data is needed and what techniques can be used.

Eight steps marketers can take to get the most out of digital attribution

Matthew Chappell and Jonathan SweeneyGain Theory

Marketing Effectiveness

This article is part of a series of articles on marketing effectiveness. Read more.

Digital attribution is not a panacea for marketing effectiveness challenges; however, it can optimise digital spend at a tactical level. Using an eight-point checklist, the authors consider the fundamentals needed for it to work well: what data you need, what techniques you can use, and what kind of skill sets are best.

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