John Murphy, head of multi-channel at Bloom Worldwide, has written a new whitepaper on the hot topic of attribution modelling. Here he provides a quick overview of what to expect.

Attribution modelling is the method used to measure the monetary impact a piece of communication has on real business goals, for example: sales, customer retention, revenue and profit.

In our new whitepaper paper, ‘Digital Marketing ROI: An introduction to attribution modelling’, we explore what attribution modelling is, how to implement it, and review common attribution models, which will help define the best starting point for your business.

Attribution modelling, Read full story ›

Source: The Drum