attribution

Comparison of data-driven attribution models in GMP

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It is no secret that the customer journey has become much more complex. Before we made a purchase decision, we tend to browse through different websites to collect necessary information. Hence, converting paths include mostly a couple of marketing channels. It is more and more difficult to adequately assess which medium has contributed to the final conversion. With so much data, it makes marketers and companies’ lives even more difficult.

The models that base only on last-click information, simply are not providing us with a bigger picture. Therefore, our media budget spending is often allocated not efficiently or even incorrectly. Rafał Przepióra – Data Specialist, from our member agency Bluerank investigates the topic of data-driven attribution, explores potential models. Learn more about a range of options, how to maximize conversion thanks to the accurate budget allocation!

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