One of the key marketing changes that has occurred over the last decade is a major transformation in how customers interact with brands and products. Now more than ever before, consumers control how, when, and how often they choose to interact with their preferred brands and products.
To help key marketers respond to this shift, we've outlined some of the ways attribution - the practice of allocating partial value to different touch points within their customer journey - can be transformed to better manage marketing spend, improve planning, and enhance the customer journey.
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