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The case for multi-touch attribution in the age of people-based marketing: Why it matters (and why it is hard)
Applied Marketing Analytics: The Peer-Reviewed Journal,
3
(3),
226-238
(2017)
Abstract
People-based marketing has been the holy grail of marketing for decades and is finally becoming a reality. However, this evolution in the marketing ecosystem has also brought additional complexity and the need for a new measurement approach to help marketers assess the productivity of their marketing investment. By summarising some of the key learnings from multiple research initiatives conducted by the Mobile Marketing Association over the last four years, this paper presents the case and benefits of multi-touch attribution (MTA), and discusses important challenges that marketers must overcome in order to successfully apply MTA in their organisations.
Keywords: multi touch attribution; people based marketing; measurement; attribution; ROI; data strategy
The full article is available to subscribers to the journal.
Author's Biography
Greg Stuart is Global CEO of the Mobile Marketing Association, the global trade group for mobile, with members such as P&G;, Facebook, The Coca-Cola Co., Unilever, Google, ESPN and 800 more. He is a 30-year veteran of the marketing and media industry in New York City and San Francisco, two-thirds of which has been in digital as CMO, CEO and more. Greg is also the co-author of ‘What Sticks: Why Advertising Fails and How to Guarantee Yours Succeeds’.
Joel Rubinson is President of Rubinson Partners, Inc. and former Chief Research Officer of the Advertising Research Foundation. He is currently the subject matter expert regarding multi-touch attribution methods for the Mobile Marketing Association and an adviser to Converseon (social media). Before that, Joel led advanced analytics for Synovate and was also Chief Research Officer at the NPD Group for many years. Joel started his career at Unilever and holds an MBA in statistics and economics from the University of Chicago.
Vassilis Bakopoulos is Vice President, Insights and Research for the Mobile Marketing Association and has been tasked with organising the industry’s wish list of top questions regarding mobile’s role in the marketing mix. Before that he worked for Digitas and Kantar in New York and Europe.
Citation
Stuart, Greg, Rubinson, Joel and Bakopoulos, Vassilis (2017, August 8). The case for multi-touch attribution in the age of people-based marketing: Why it matters (and why it is hard). In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 3. https://doi.org/10.69554/SDIK3087.
© Henry Stewart
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Publications LLP