Cross-Media Attribution Modeling
The Synergy & Interaction Of Media To Maximize Sales
What causes a sale? Most marketers know the source of the lead but not the cause of a sale – and there is a very big difference. There is a big risk for marketers misallocating resources based on the source of a lead rather than performing proper attribution modeling to understand how a range of activities work together to produce the sale. This case study demonstrates why a PersonCentricTM analytic approach is essential to every marketer that sells directly to the customer.