Attribution in digital marketing is, in many ways, the backbone of how agencies and marketers search for and identify user behavior - particularly within digital marketing. It connects a media exposure to sales in two common approaches: first/last touch and multitouch attribution.
Leavened has a unique approach to not only understand TV contribution to overall sales, but to also drill down into the tactical placements, dayparts, and channels. Optimize your TV ROI using some simple principles.
A main challenge for marketers will be learning how to effectively measure cookieless data feeds and correlate that data to the behavior of actual consumers. Without personally identifiable information (PII), can we really know about our target audience?