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In Web Analytics attribution in online marketing, the process which credits conversion to the correct activity (or combination of activities), has been one of the hottest topics in recent years. This white paper deals with topics such as the main challenges of attribution in online marketing, Different possible approaches, how to segment conversions, the challenges of communication faced by analysts.
Summary
About Jacques Warren
Introduction
The challenges of attribution
Common types of attribution models
Spoken
First (Original) touchpoint
Most recent touchpoint
All
Equal
Attribute dynamics
Attribution and Segmentation
Attribution and Technology
Communication challenges for the analyst
Attribution and Organisational dynamics