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The case for multi-touch attribution in the age of people-based marketing: Why it matters (and why it is hard)

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People-based marketing has been the holy grail of marketing for decades and is finally becoming a reality. However, this evolution in the marketing ecosystem has also brought additional complexity and the need for a new measurement approach to help marketers assess the productivity of their marketing investment. By summarising some of the key learnings from multiple research initiatives conducted by the Mobile Marketing Association over the last four years, this paper presents the case and benefits of multi-touch attribution (MTA), and discusses important challenges that marketers must overcome in order to successfully apply MTA in their organisations.
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Keywords: ROI; attribution; data strategy; measurement; multi touch attribution; people based marketing

Document Type: Research Article

Publication date: November 1, 2017

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  • Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board each quarterly 100-page issue - published both in print and online - features detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research showing how major brands are collecting, interpreting and acting on marketing analytics, both around the world and across varied digital and non-digital marketing channels. Learn how to measure the effectiveness of your marketing initiatives more accurately, how this compares to your competitors, identify gaps in your marketing analytics program and what metrics that support sound marketing decision making - and add to the bottom line.
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