How attribution models work, why you need them and which one to use
Creating a model that properly measures the success of your digital marketing campaigns is one of the biggest challenges we currently face as marketers.
Top of funnel activities generally don’t get the recognition they deserve from traditional measurement methods. That’s why attribution modelling is so important – if you’re going to make decisions about your marketing budget, you need to do it with the right information in hand.
This guide looks at:
- What we mean when we say attribution modelling
- Why it’s so important in the modern digital marketing eco-system
- How changing which model you use could give you a better understanding of how your marketing channels are performing
If you want to find out more about how you should be attributing success for your digital campaigns, you’ll find information about a free attribution audit at the end of this guide!
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