When it comes to performance campaign measurement, many marketers are still using the most basic form of measurement – last-touch attribution. Looking only at conversions misses a good deal of the impact of digital advertising as a whole, that’s why multi-touch attribution — allocating credit across all marketing touchpoints— is gaining momentum. But some marketers are still unfamiliar on how to take full advantage of this more robust approach.
In this on-demand webinar, guest speaker Jim Nail, principal analyst at Forrester, and Nielsen Visual IQ’s CMO, Wayne St. Amand explore why marketers should make the move to multi-touch attribution. They share insights and best practices, including:
- Common challenges marketers face when transitioning to multi-touch attribution
- How to make your multi-touch attribution engagement a success
- The kinds of results marketers can expect when moving to multi-touch attribution