Statistical modeling makes it possible to account for the impact of offline activity, such as mass advertising, price promotions, or competitor activity, as well as online activities. For smaller advertisers that focus on online marketing, the impact of these other activities may be small. For big brands, with a broader marketing mix, it would be patently negligent to analyze the digital world and ignore the physical one.
Here is what will be covered:
- What makes digital attribution so special?
- The pros and cons of different methods tackling the attribution challenge
- Six steps marketers should follow to improve their marketing effectiveness