Commentary
The Attribution Minefield: What's Keeping Brands From Multi-Touch Intelligence
- by Ray Schultz , Columnist, December 20, 2019
Email specialists are often siloed off, and worry only about open and click-through rates. But they should think about the bigger picture: that of multi-touch attribution, or MTA.
It’s a growing discipline, judging by State of MTA 2019, a study by the MMA, a trade association devoted to the science …
Ray Schultz is the former editor of DM News, Chief Marketer, Direct, Circulation Management and other marketing titles.
