When Last Click Attribution Isn't Enough

Attribution is the single biggest challenge for a brand manager, James Brohamer, Brand Advertising Manager, explained during the EIS panel “Data Discipline: Success Stories in Balancing Segmentation, Scale and Cost” because it’s the model for measuring return on advertising spend (ROAS). He added that last-click attribution falls well short of measuring true ROAS for sophisticated cross-channel campaigns. 

Find the rest of this session, and more, at our Email Insider Summit Agenda page.

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