The New Possible in Attribution

In an omnichannel marketing world, customers are engaging across any number of devices: viewing ads, visiting websites, and conducting searches. Here, Amelia Waddington, director of data science & analytics, Acxiom (pictured below), explains that as a result of this marketers have become more reliant on multi-channel attribution models to track these movements over the last few years. These models help them understand the kind of impact each online marketing channel contributes to online sales, how effective campaigns are, and how the […]