03 Nov '17, 2pm

Evolving past last-click attribution in paid search

Evolving past last-click attribution in paid search

True marketing effectiveness requires integrating as much consumer data as possible to create a single user profile. A multi-touch attribution model assigns value to every touchpoint, eliminating the notion that the last thing someone clicked on is the catalyst for conversion. This often results in marketers having inaccurate perceptions of their best-performing keywords.

Full article: https://searchenginewatch.com/2017/11/03/evolving-past-la...

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