Merging traffic, managing lanes: Why it's worth investing in attribution marketing

David Ward

Looks at how brands determine the role each consumer touchpoint plays on a path to purchase.

The adage "Success has many fathers, but failure is an orphan" may be a bit dated (as well as sexist). But it's also surprisingly applicable to modern marketing, especially when it comes to how brands determine the role each consumer touchpoint plays on a path to purchase.

Both offline and online content platforms are more than willing to take as much credit as they can for every successful conversion, often providing their own siloed metrics to back those claims (and command a bigger slice of marcom budgets).

Such a scenario can lead to lot of indecision by brands, especially if...

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