Will 2018 Be The Year Attribution Comes Of Age?
Marketers have known for some time that paid search, SEO and other marketing channels can no longer be evaluated as stand-alone investments. Yet many brands still struggle to find an attribution model that makes sense, and far too many still rely on first- or last-click models. In this session Ian will take a cold hard look at the mathematics behind attribution, and will provide a sneak preview into soon-to-be-released Google Attribution and Google Attribution 360.
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