Attribution allows brands to identify and assign value to touchpoints that influence a customer to make a purchase. This allows you to see which channels gain the most valuable engagements so you can focus your marketing spend.
It is fundamental to serving consumers the hyper-personalised communications that they have come to expect, but don’t always receive from brands. Which is why it is crucial to allow you to stand out amongst competition.
However, attribution has become a challenging topic – mainly due to confusion but also due to practicalities such as the ability to follow an individual’s complete customer journey across online and offline channels.
In our latest guide, we talk you through:
- The different attribution methods, which vary in complexity and accuracy
- Four key steps to build the right attribution model for your brand.
- Case study, best practice examples