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Posts tagged with Cross Channel Attribution

Marketing DNA and organisational attribution

As digital marketers, we are all aware of cross channel attribution and how it is vital to measure the value of different forms of media in the ‘conversion’ or ‘purchase' funnel. Much debate has arisen about last click reporting (PPC) and the fact that credit is not always given to other factors (such as display, SEO, email, affiliates) that lead to a conversion.

Cross-channel attribution reporting accounts for this. From a pure marketing perspective, the same principle can be applied for the role of marketing, people, functions, and areas of expertise within your digital organisation.

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