eMarketer: Making Marketing Attribution Work Means Choosing the Right Metrics

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Excerpt: When implementing advanced attribution models to better assign marketing credit across touchpoints, marketers grapple with choosing the best metrics among overabundant data points. To avoid getting overwhelmed by a sea of clickthrough rates (CTRs), impressions, likes, shares and viewthrough rates, marketers are performing metrics mapping exercises to assess the relevancy of these channel-level metrics against a larger company goal.

“There are so many different data points you can consider,” said Frank Puma, investment business lead at ad agency Mindshare. “Data will mean different things for every client, depending on what they have. But realistically, you need to focus on the key data points that matter for the job at hand.”

Read the full piece in eMarketer.