Practical attribution (*)
Når: Onsdag kl. 12:25 -
(*) = In marketing, attribution is the identification of a set of user actions ("events" or "touchpoints") that contribute in some manner to a desired outcome, and then the assignment of a value to each of these events
Last click attribution doesn’t make sense anymore, but no one has unlocked how to integrate and use multi-touch attribution or embed that into their marketing process. This session addresses the challenges of building an attribution model to optimize spending and personalization strategies.