How Multi-Touch Attribution Is Transforming Marketing Decision Making
Автор: Marketing Science Institute
Загружено: 2016-06-07
Просмотров: 2694
Описание: Enhanced consumer-level marketing impact analysis, often called attribution, is evolving rapidly, creating new insights about advertising impact and transforming the ways marketers evaluate media investments. Scott Breitenother and Michael Cohen will offer a detailed perspective, based on Casper and Convertro’s ongoing partnership. Scott will describe Casper’s multi-touch-attribution (MTA) evolution, addressing implementation challenges and new abilities to answer strategic and tactical questions. Michael Cohen will discuss recent advances in multi-touch attribution and how new analytics and data are reshaping the ways marketers evaluate and drive their investment decisions. This webinar is for marketers and marketing researchers who want to sharpen their analytic capabilities and stay up-to-date on rapidly evolving approaches to capturing the ROI of digital media.
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