The Digital Attribution Challenge

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The Digital Attribution Challenge

The Digital Attribution Challenge

Online isn’t everything. Statistical modelling makes it possible to account for the impact of offline activity, such as mass advertising, price promotions or competitor activity, as well as online activities. For smaller advertisers that focus on online marketing, the impact from these other activities may be small. For big brands, with a broader marketing mix, it would be patently negligent to analyse the digital world and ignore the physical one.