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Attribution Modelling is an important topic and something that so many businesses struggle with, and of course lots of different ways to approach it.
So, for anyone who’s not sure, attribution modelling is the way in which you calculate which marketing touchpoint and channel has contributed to a sale and to what extent that contribution played a part.
It’s absolutely vital to allow you to accurately decide which channels are worth you spending more budget on to acquire new customers and which are helping you retain repeat customers. But also, to let you know which channels aren’t working hard for your business.