Multi-touch attribution has been around in some form or another for close to a decade. However, for many in marketing, deploying a comprehensive multi-touch attribution campaign is still more of an aspiration than a current reality. That said, this doesn’t mean we should defer efforts to find a complete attribution solution. There are many considerations when constructing a workable model, including variations in the consumer journey based on products and categories, the impact of unmeasurable factors like word of mouth and the ceaselessly expanding choice of datasets -- some valuable and some, depending on the advertiser and category, not so much. I had the opportunity to sit down with Matthew Krepsik, Global Head of Analytics for Nielsen to talk more about the current challenges and solutions around attribution.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.