Tracking cause and effect – why everyone should be doing multichannel attribution

This event report explores why more businesses ought to invest in multichannel attribution, as the current norm is that flawed maths and digital attribution models only provide half of the picture.

Too many brands are tracking their spending in ways that compare to holding up a feather to measure the wind, the recent International Conference on Online Media Measurement (I-COM) 2017 heard.

Flawed maths is being used to guide business decisions, a

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