Author: Jim Novo

Jim Novo

Customer valuation, retention, defection, and loyalty expert with over 20 years of experience generating exceptional returns on customer marketing program investments. 

Online attribution models: getting close

Online marketing attribution attracts a lot of discussion, as it should.  But the industry would be well served by having a more complete discussion about attribution so analysts and marketers fully understand the benefits and pitfalls of various approaches to attribution and set themselves up for success in the future.

Marketing attribution, at the core, is about answering this question: what is the optimal mix of messaging that moves people from discovery through to end goal completion most efficiently?