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Appropriate Digital Marketing Attribution

White Paper Published By: IBM
Published:  Oct 15, 2013
Type:  White Paper
Length:  16 pages

Eventually marketers will have access to robust warehouses of data detailing consumer interaction with online media and advertising, but the adage “you must walk before you can run” is as true in digital marketing as it is in life. Before business owners and marketers become fully equipped to benefit from complex marketing mix analyses of online and offline channels, they are well advised to address the campaign attribution problem to increase the return on their valuable dollars spent for online marketing efforts.

Tags : 
web analytics demystified, inappropriate attribution models, marketing measurement systems, marketer’s dilemma, digital marketing, appropriate marketing, marketing attribution, digital analytics, marketing inaccuracies, campaign analytics, disparate data, cross channel influences, allocation models, business analytics, content delivery, information management, search and retrieval

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