Data Analytics

Google's "Data-Driven Attribution"

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Google presented their latest attribution capabilities and what does this mean moving forward?

Many marketers continue to rely on “last-click” measurement, even though they recognize the value of a more holistic approach that utilizes all available marketing, analytics, and consumer data to deliver efficiency and scale to their businesses. Attribution solutions have become the primary mechanism by which savvy marketers are beginning to evolve their approach to measurement.

On October 18th, Google presented iProspect U.S. with its latest attribution capabilities and product roadmap, which provided clarification and details around its three “Data-Driven Attribution” (DDA) solutions:  AdWords/DS3 DDA Attribution, Google Attribution, and Attribution 360. In this POV, we dive into each of these solutions, sharing the pros and cons of each, and how these offerings from Google fit into iProspect’s overall approach to attribution.

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