ATTRIBUTION IN ONLINE MARKETING

A WHITE PAPER BY JACQUES WARREN

ATTRIBUTION IN ONLINE MARKETING

In Web Analytics attribution in online marketing, the process which credits conversion to the correct activity (or combination of activities), has been one of the hottest topics in recent years. With the rapid increase in the number of channels and platforms available, it has become essential for marketers to be able to correctly evaluate the contribution of each campaign and each online action to determine which combinations of the marketing mix work best.  

 

Description of the white paper “Attribution in online marketing”

This white paper deals with topics such as:

  • The main challenges of attribution in online marketing
  • The different possible approaches
  • How to segment conversions
  • The challenges of communication faced by analysts

 

AT Internet recommends

With the help of Web Analytics solutions such as Analyzer III’s Channel Optimizer you will be able to identify the contribution of your marketing actions to improve conversion rates and optimise budgets.

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