Gartner Research

When and How to Use Rule-Based Marketing Attribution Analysis

Published: 17 April 2017

ID: G00321149

Analyst(s): Lizzy Foo Kune

Summary

Advanced, multitouch attribution is a highly complex, time- and resource-intensive, and analytically demanding exercise. Marketing leaders should use this research to add simple, easy-to-use rule-based attribution analysis to their marketing measurement arsenal.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Optimize Your Marketing and Media by Drawing Clear Lines Between Rule-Based Attribution Analysis and Advanced Attribution Models
  • Select One or More Rule-Based Attribution Methods That Fit the Needs of Your Business and Your Goal for Analysis by Analyzing the Strengths and Weaknesses of Each
  • Use a Methodology Guided by Four Questions to Ensure You Obtain Value From Your Rule-Based Attribution Analysis
    • Question No. 1: What's My Attribution Goal?
    • Question No. 2: What Data Can I Realistically Obtain?
    • Question No. 3: What's the Right Lookback Window?
    • Question No. 4: How Will I Validate the Analysis?
  • What to Do Next

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