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There’s a key question that most marketing teams want to know the answer to: “How should we be attributing credit to all our different marketing channels?” One answer that provides helpful insight into this issue is Google Analytics’ Model Comparison Tool. What Is the Model Comparison Tool? As its name suggests, the model comparison tool allows you to look at all your channels and compare three different attribution models with one another in Google Analytics. This helps...
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Attribution. A word that that many equate with another noun: confusion. The growing bewilderment around attribution is due, in large part, to the increasingly complex and overgrown marketing landscape. To help bring some clarity and consistency to the topic, we’ve written a new e-book titled, Marketing Attribution in a Multi-Touch World. This extensive, in-depth e-book covers: The areas within your organization that are affected by attribution Why attribution is vital to the...
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Let’s say you have an adorable kiddo. Who/what do you think should get credit for your charming child? You and your partner? The singer of the mood music you were listening to on that oh-so-special day? That first date? How about that family member who introduced you and your partner in the first place? How, exactly, do you attribute which path along the journey gets credit for your child’s existence? This witty yet poignant analogy was shared in recent webinar that we...
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