This paper describes the specific challenges that marketing organizations face and the approach they need to take to improve results going forward.
We all know that consumers generally do not convert after seeing just one advertisement. How do we decide which campaign is responsible for the conversion? Marketers need an attribution model that offers accuracy, transparency, and flexibility in attributing credit to the many online and offline marketing channels and campaign they fund.
This paper describes the specific challenges that marketing organizations face and the approach they need to take to improve results going forward.
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