Multi-Touch Attribution can tell you a lot about which parts of your marketing are working, but does it tell you enough about what parts are not working?

The origins of multi-touch attribution (MTA) were in the digital space, as a result of advertising spend transitioning away from traditional “offline ads” to digital media and channels which were deemed to be more accountable. Journeys within a client’s website, or between websites, could be stitched together and the resulting orders joined back to customers …

Multi-Touch Attribution can tell you a lot about which parts of your marketing are working, but does it tell you enough about what parts are not working? Read More »

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