Truth about Digital Attribution: Statistically inferred attribution trumps first and last click models

Marketers are obsessed with identifying the winning marketing touchpoints so they can distribute the budget accurately between the channels. Attribution is important because it gives us the intelligence to improve the return on the campaigns. Attribution makes it easier for us to justify the spend in marketing without over or under spending. I don’t think there is any question, whether … Read More

IBM Smarter Commerce 2013 : Rapid Fire Analytics Attribution Strategy

campaign attribution

Last week, we presented our analytics attribution journey at the IBM Smarter Commerce conference, and it was very well received. In this post, I would like to discuss the presentation in detail along with the link to the actual presentation.   Rapid Fire Analytics Attribution Strategy Objective Understanding the attribution and contribution of marketing channels has always been one of … Read More