Optimise paths to conversion, not channels
Forget last click, first click or even our own 'best click', one of our favorite clients, Boden, has been talking brilliantly about how, now they can see all their customers' paths to conversion, their mission is to optimise these and not necessarily the individual channels that make them up.
Better technology, better marketing attribution
Web analytics expert Eric T. Peterson has gone on a new tip about campaign attribution, aka the ability to apportion credit for any campaign effectiveness to the channels, executions and partners that delivered it.
