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Becoming a master: Best practices in attribution reporting

Author

Listed:
  • Burton, Stephanie

    (Principal Consultant, Adobe Consulting, USA)

  • Powers, Andy

Abstract

With the developing flexibility of reporting technologies, marketers have the opportunity to leverage more attribution models than ever before. Despite this, most of them are still only using first-touch and last-touch attribution due to a lack of understanding regarding newer models. By conducting exploratory analysis of the various models, analysts can unlock the ambiguity behind the data and help provide a better understanding of what the models are telling marketers about their customer interactions. This article will show how to leverage reporting tools to compare the models.

Suggested Citation

  • Burton, Stephanie & Powers, Andy, 2019. "Becoming a master: Best practices in attribution reporting," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 5(1), pages 6-14, May.
    • Handle: RePEc:aza:ama000:y:2019:v:5:i:1:p:6-14
    as

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    More about this item

    Keywords

    attribution; multi-touch; marketing attribution; marketing channels; measurement; reporting;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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