Attribution Best Practices in 2023, Part 1

In Part 1 of our two Attribution episodes, Gaia and Andreah are joined by Merkle experts Ilon Weeldreyer, Director, Performance Media, Steve Pomeroy, VP, Analytics, and Jason Meek, Marketing Analytics Professional. The guests discuss the age-old problem of attribution and what it looks like today.

Highlights include:
• What is last-touch attribution?
• What goes into choosing an attribution model?
• How does attribution account for how long media is effective in the market?
• Why do we work with all layers of attribution?
• How can marketing and finance teams work better together?

Resources:
• Marketing Mix Modeling (MMM) for B2B – A Primer
• What is the Real ROI of Attribution?
• How to Measure Digital Audiences and Media in the Cookieless Future
• The Inside Scoop: What We’re Thinking About as MediaPost’s Search/Performance Marketing Agency of the Year
• How to Win at Customer Experience – Infographic
• Powering Personalization at Scale with Adobe Customer Journey Analytics