If you've seen me speak at any Prodo events, you'll have seen that I go to any effort to ensure I get a reference to my beloved Manchester United in to every public speaking session I do and tonight is no different.
I'm off to Wembley on Sunday to see Zlatan Ibrahimovic score forty seven goals against the mighty Peter Schmeichel's son.
The article i've attached below comes up with a really, really good way (for football fans) to understand the difference between last click attribution and multi-touch attribution.
With a huge increase in content being creative and our prospects going through many touch points before converting; it's more important than ever that we're able to track every single interaction on our sites.
The concept of “attribution” in business is very similar to giving credit to a player for assisting another player in achieving an objective. It would be unfair to only recognize a player in terms of the number of baskets scored without acknowledging who helped make the play possible. The purpose of this post is to explain the analogous concept of multi-channel attribution in digital marketing: That is, which channels should get rewarded when a user clicks through to buy something.