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Marketing Attribution: Giving credit where credit is due
Measuring the performance of marketing efforts is becoming increasingly data driven, applying sophisticated, statistical analytic approaches to link marketing to revenue. Marketers are leveraging automated and customizable analytics capabilities to improve customer retention.
This whitepaper discusses the key issues in customer data analysis and explains how SAS data-driven marketing technology helps organizations progress past typical attribution methods.
Download this educational whitepaper and start creating more personalized, omnichannel customer journeys today.
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Marketing attribution refers to the process of analyzing the impact and business value of all marketing interactions throughout the customer journey. It helps brands understand which touch points and sequences of activities drive conversions, enabling them to make informed decisions about future investments and campaign strategies.
How can SAS assist with attribution measurement?
SAS provides a comprehensive approach to attribution measurement by utilizing first-party data and algorithmic methods to assign credit to various touch points. This channel-independent approach considers interaction and timing effects, allowing brands to optimize budget allocations and enhance campaign management tactics.
What measurement methods should brands consider?
Brands can choose from various measurement methods, including heuristic rules-based and algorithmic attribution. While rules-based methods provide insights, algorithmic attribution leverages machine learning to assign data-driven credit across customer interactions. The choice of method ultimately depends on the specific needs and goals of the brand.
Marketing Attribution: Giving credit where credit is due
published by Sewelltech
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