Breakout Session: Multi-touch Attribution: A Marketing Problem Solved?
A fundamental problem in data-driven marketing is attributing worth to all the marketing channels (paid, organic, email etc.) when a customer can interact with a number of these channels before making a purchase. The classical approach of rewarding only the last marketing method before a purchase is widely recognized as ineffective and more sophisticated methodologies are required. In this talk Abigail will discuss existing solutions for the multi-touch attribution problem, how to prepare you data to solve the problem and whether the problem is truly solved yet.