Posted Sep. 12, 2011 at 12:27 p.m.
Tracking marketing results - Don't be misled by the data (Three Ships Media)
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Most marketers operate under a "last-touch attribution" model when assessing digital performance. Under this framework, the most recent source--the "last touch"--of a visit receives all of the credit for driving that traffic. But that data can be misinterpreted. Avoid the trap with a "multi-touch" solution....
The trap of last-touch attribution and the multi-touch solution
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Tracking marketing results - Don't be misled by the data (Three Ships Media)
Image 1 of 2 · Next Image…
Most marketers operate under a "last-touch attribution" model when assessing digital performance. Under this framework, the most recent source--the "last touch"--of a visit receives all of the credit for driving that traffic. But that data can be misinterpreted. Avoid the trap with a "multi-touch" solution....
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