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For marketers across all industries, there is nothing more satisfying than watching a campaign deliver strong results. But when a brand is pouring time and money into several campaigns across multiple channels, it’s not enough to solely pay attention to the end resolution. Now more than ever, it is vital for marketers to understand which of their efforts actually worked—and which ones may have fallen short.
Advertising “attribution” is increasingly rising in popularity—and necessity—for determining which efforts are most responsible for driving ROI.
In this guide you will learn:
•Valuable insight from 197 brands and agencies, as well as 44 publishers, regarding the varying expectations of attribution
•Which KPIs marketers use to most effectively measure campaign success, and which strategies are best for tracking the customer journey across devices and channels
•The advantages and challenges of the widely-used “last-touch” attribution tracking model
•The importance of the offline element and how it relates back to digital marketing efforts
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For marketers across all industries, there’s nothing more satisfying than watching a campaign deliver strong results. But it’s vital for them to understand which of their efforts actually worked, and which ones fell short.
Digiday surveyed over 200 marketers and publishers about their expectations when it comes to advertising attribution. In this guide, you’ll learn which strategies are best for tracking the customer the customer journey across devices and channels.