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attribution modelling

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One of my favourite conversations in digital is about attribution. Leading a cross channel team, allows me to see first hand, how channels can argue over who contributed more than the other for that sacred conversion. Once a conversion happens, everyone wants the credit for it: offline, search, display, remarketing, email etc… The question is – is there 1 right answer to which channel deserves the credit? And the answer is – there is no perfect answer. Many companies will come and try to convince us that their attribution solution is the silver bullet. Gold dust sprinkled on top of…