Attribution modelling to help multi-channel retailers understand marketing channel performance

David Lockwood, Co Founder and Insight Director of The Tapestry Agency talks about the unending quest of multi-channel retailers to understand marketing channel performance so they can maximise the return from their marketing budget. What’s the solution? David suggests that marketing channel matrix measurement and fractional attribution modelling can help with the measurement journey. He gives sensible, clear advice on how to get started and talks how to build the measures step by step.

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