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Marketing Attribution: Giving Credit Where Credit is Due

White Paper Published By: SAS
SAS
Published:  Jan 17, 2018
Type:  White Paper
Length:  7 pages

Consider the many ways that a customer encounters your brand organic results on a search engine, display media campaigns, social media links, re-targeting on external sites, etc. One thing is certain consumer journeys are far from linear. They can occur across multiple platforms, devices and browsers. The problem is that organizations are often constrained to channel-limiting decisions regarding their media investment allocations.  

Marketing attribution helps you analyze the impact and business value of company-generated marketing interactions to help make the best marketing investment decisions. The challenge is to interpret the massive volumes of customer data that continues to expand day by day.



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