Goodbye Last-Touch Attribution? Time to Use Multi-Touch Attribution

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Jim Nail, principal analyst at Forrester and Nielsen Visual IQ’s CMO, Wayne St. Amand discuss why marketers should be moving away from last-touch attribution to multi-touch attribution to successfully measure their campaigns.

Access the webinar in full via Nielsen Visual IQ’s website.

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

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Nielsen Visual IQ

Nielsen Visual IQ produces the world’s most powerful marketing effectiveness measurement solutions. We combine Nielsen’s unmatched data access and scale in marketing mix modeling with Visual IQ’s daily multi-touch attribution capabilities to offer holistic measurement solutions, so brand and agency marketers have access to the right performance insights, at exactly the right time to support any marketing decision. From strategic investments across all channels to tactical...