After building out an attribution business since 2009, George Michie discovered much less interaction between advertising channels than marketers think. For our average advertiser, between
70% and 75% of the touches come through one channel, which means when you talk about attribution, you're really just talking about that other 20% to 30% that doesn't come through that one channel, he
explains in a video about attribution. How does a marketer make the most of multiple channel attribution? Michie tells us.
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