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Posts tagged with Attribution Modellling

The power of non-purchase

Attribution modelling techniques are usually carried out with an aim to distribute the value of a sale to the contributing online media in order to optimise the online marketing mix towards an appropriate target.

But the value of click path analysis is far greater than attributing value to the small proportion of customers that actually purchase online. For most organisations transacting online, the majority of interactions with online marketing campaigns result in non-purchase.

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