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Adobe Summit 2017

S3917 - Attribution revolution: Moving beyond paid to customer journey attribution

Session Speakers
Session Description

Traditionally, marketing attribution has focused exclusively on measuring the impact of top-of-the funnel paid media while ignoring valuable interactions along the customer’s journey to success. Customer journey attribution provides a holistic understanding of the impact and value of each interaction, leading to a clearer picture of your customer and higher impact marketing opportunities. This session will show analysts how to move beyond paid-only with Customer Journey Attribution.
 
In this session:

  • Learn how to move beyond paid-only attribution
  • Account for the entire customer journey in your attribution
  • Take home seven analyses, including specific steps and real-world case studies

 

Additional Information
Data-driven Marketing
Advanced
Business Analyst, Web Analyst, Digital Marketer, Digital Analyst
High Tech, B2B
Session
1 hour