At this summer’s OMMA Behavioral and this fall’s OMMA AdNets conferences, references to “attribution” popped up frequently, as marketers bemoaned their inability to successfully track where their buys were having the most effect in a campaign. Unless you know whether that direct mailing piece or that out-of-home exposure, that portal banner ad or that email blast was responsible for sending people to your Web site or to the store, how will you know how to manage your marketing mix going forward?
Source:Attributing Behavior 'Wholisitically'
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