The average sale results from more than 30 touchpoints. Standard practice in the industry has been to attribute a sale to the most recent marketing touchpoint, but by creating brand awareness, earlier touchpoints may have had a significant impact on a purchase decision.
Marketers need a fast way to capture and analyze the complexity of human behavior, analyze the impact of a large number of touchpoints, and identify which marketing activities most influence a sale. The answer is automated machine learning.
This report from DataRobot explains the importance of multichannel, multi-touch attribution to accurately measure the success of your marketing efforts and how automated machine learning offers the shortest path to success.
You’ll discover:
- The need for accurate, multichannel attribution in the age of multiple touchpoints;
- How proper attribution solves common marketing inefficiencies; and
- How machine learning provides the best way to measure marketing effectiveness.
