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When it Comes to Attribution, Customers Count

March 1, 2014

To better influence a marketing strategy, marketing attribution models must focus on the relationship between the customer and the brand, not just cost per conversion. Attribution models that account for each touchpoint on the customer's path to purchase allow brands to serve the right ad to the right audience and develop a more meaningful relationship with its customers.

(Please see our "Also See" section to the right for the full PDF of this report.)

Source

"When it Comes to Attribution, Customers Count." Google Think Insights, 2014.

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