Analyst Report

Attribution Methods and Models: A Marketer’s Framework

This paper, written by John Lovett of Web Analytics Demystified, sponsored by Teradata Aster, explores how cross-channel consumer behavior and multi-touch marketing data can be analyzed using a framework for Marketing Attribution. It addresses the following questions: • What is Marketing Attribution and why should marketers be concerned with it? • Why is a framework for attribution the best approach? • How can marketers incorporate attribution models into integrated marketing management solutions?

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