Multi-touch attribution is a modern approach to modeling marketing impact.
Back in May, three attribution technology vendors — Adometry, Convertro and DC Storm — wereacquired by Google, AOL, and Rakuten Marketing respectively. Clearly, attribution is now being seen as integral to the future of digital marketing, and is rapidly rising in priority for many marketing organizations.
Today, there are many different approaches to attribution floating around, ranging from the basic to the incredibly sophisticated. While the advancement of attribution is an exciting development, there are still many limitations on model accuracy — and each approach has its own strengths and drawbacks. Read more…
Original Post: MarketingLand