There are a number of approaches to measurement, depending on the important metrics for your business. Google’s Jeremy Freedman walks you through the steps toward better attribution.
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WHY IT MATTERS: Digital Transformation
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WHY IT MATTERS: this is one of the most important topic in marketing these days, one based on analytics, data, and the proper integration of an often large number of tools and solutions from multiple vendors and technologies. In a nutshell, a very complex solution to design and implement and, as this article explain, a concept that often is not well understood by even those marketers that are in charge of reporting on attribution. So read this to get started.