Multi-channel attribution and its role in marketing investment

Abstract

Multi-channel attribution is the process of understanding
and assigning credit to digital and non-digital channels and
tactics, which eventually lead to conversions and sales. This paper
provides a comprehensive view into what multi-channel attribution
is, including specific models. It will explore a real-life example
of attribution modelling and explain how to link digital
interactions to offline conversions. It will then outline how to
improve cost per acquisition by focusing on the most valuable
channels and tactics to the business.