Published: 17 April 2017
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.
Included in Full Research
- 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