the business case for digital attribution
Can multitouch attribution provide a higher return from digital media investment?
Examining the business case and value of multitouch attribution this white paper covers key topics including the meaning of attribution and approaches that deliver long term value. The paper also explores the need for organizational change if MTA is to truly succeed, while discussing perceived budgetary issues in its use. Authored for the I-COM trade body by Steve Latham, Global Head of Analytics at Flashtalking with input from Melissa Grady, Head of Media and Performance Marketing at Cadillac, USA.