Although 87% of marketers say marketing measurement and reporting are growing priorities, many have not yet embraced attribution as a means to do this.
This E-book provides a real-world view of how companies such as Smarsh and Kaltura are implementing and using attribution, with lessons on the challenges they faced and the steps they took to realize the benefits of attribution. Some of the industry's top consultants and analysts also will weigh in on:
The importance of attribution;
How to leverage attribution to target and optimize marketing spend;
How to prove marketing's contribution;
Metrics and models to consider;
Why data quality is a barrier to attribution, and other adoption challenges; and