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Becoming a master: Best practices in attribution reporting
Applied Marketing Analytics: The Peer-Reviewed Journal,
5
(1),
6-14
(2019)
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.
Keywords: attribution; multi-touch; marketing attribution; marketing channels; measurement; reporting
The full article is available to subscribers to the journal.
Author's Biography
Stephanie Burton is a senior business consultant for Adobe, providing strategic guidance to clients on both Adobe Analytics and Audience Manager. Stephanie has worked with over 100 top-name brands across all industries. She holds a Bachelor of Science degree from the Georgia Institute of Technology and a Master of Business Administration from the University of Georgia.
Andy Powers is an experienced data strategist and analyst with Adobe Experience Cloud, focused on Adobe Analytics. His product mastery extends across the entire Adobe Analytics capability stack, while his strategic mastery includes data analysis, optimisation recommendations, value estimation, model evaluation and data governance.
Citation
Burton, Stephanie and Powers, Andy (2019, May 9). Becoming a master: Best practices in attribution reporting. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 5, Issue 1. https://doi.org/10.69554/MBYA1531.
© Henry Stewart
Publications LLP
Publications LLP