Too Long; Didn't Read
CMO & Growth Head Daman Daman Soni explains how to set up multi-channel attribution models. He argues that the consumer’s journey to purchase is complex and brands need to invest in multichannel attribution tools for conversion-based marketing strategies. Only 54% of marketers are using multi-format attribution models, Daman says. He says the key to setting up attribution models correctly will enable marketing budgets and campaigns to be allocated to the right channels and campaigns and optimisation efforts be fruitful.