Becoming a master: Best practices in attribution reporting

Stephanie Burton and Andy Powers
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Stephanie Burton: Principal Consultant, Adobe Consulting, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2019, vol. 5, issue 1, 6-14

Abstract: With the developing flexibility of reporting technologies, marketers have the opportunity to leverage more attribution models than ever before. Despite this, most of them are still only using first-touch and last-touch attribution due to a lack of understanding regarding newer models. By conducting exploratory analysis of the various models, analysts can unlock the ambiguity behind the data and help provide a better understanding of what the models are telling marketers about their customer interactions. This article will show how to leverage reporting tools to compare the models.

Keywords: attribution; multi-touch; marketing attribution; marketing channels; measurement; reporting (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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