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Martech Talks On Demand

The four stages of attribution excellence

Lyndon Apthorpe, Senior Value Optimisation Advisor at Domo, covers the four stages of attribution excellence:

  • Discrete Measurement – Capture data from each channel and measure discretely for intra-channel optimisation.
  • Measure & Correlate – Correlate trends and performance across channels (online and offline). 
  • Merge & Attribute – Relate multiple channels across common classifications (i.e. Campaign) to measure and optimise conversions
  • Model-Based Attribution – Multi-channel attribution models to augment and evolve tactical marketing mix models.

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