As online campaigns evolve, companies applying attribution models will have a clear advantage as they optimally allocate their budgets to maximize ROI from each channel.
Web user behavior is rarely as simple as a single search leading to a conversion. Rather, visitors tend to search in patterns that become more specific as they understand more about the products and services they are seeking. An effective attribution management system will properly identify these patterns, providing the data necessary to optimally position your website in each stage of the process.
This whitepaper will highlight the different ways of applying attribution modeling to your campaigns and will cover: