Revenue Attribution Model Basics: Pros and Cons
Most marketers today still rely heavily on single-touch attribution models.
The problem with this is that the value of activities or campaigns can be overstated, while understating everything else. Because single-touch attribution models don’t provide the necessary visibility in the increasingly complex buyer’s journey, marketers aren’t able to allocate their marketing spend in the most effective ways possible.
In this webinar recording, we cover three types of marketing attribution models that marketers can harness with examples of how each of the three models play their part on reporting ROI across similar campaign scenarios.
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