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The marketing landscape is now extremely complex, offering more options than ever before and evolving at a fast pace. In these conditions, selecting the best marketing strategies and tactics is a challenge. But there is hope: new tools and methodologies in the field of holistic measurement, namely, attribution, can help marketers better understand the dynamics that explain the performance of their actions, allowing for more targeted execution.
In order to know which investments influence your most important KPIs, you have to be able to move past last click simplifications and into real added-value attribution modeling.
