Last-Click Attribution Models Give Marketers Incomplete Picture

Posted Friday, April 27, 2012 11:15 am

By: eMarketer

Marketers are used to having to prove digital advertising’s worth, but findings from Econsultancy and Google Analytics suggest the majority of marketers worldwide failed to use attribution models that properly depict the influence of each ad format and marketing channel on the consumer’s purchase path.

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Last-Click Attribution Models Give Marketers Incomplete Picture

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