Marketers turn to sophisticated attribution analytics for bigger picture

05/28/2013 | eMarketer

Advertising agencies and companies are increasingly turning to multichannel attribution solutions to determine how each segment of the marketing pipeline is affecting consumers, according to this article. More than 1 in 3 agencies and 1 in 4 companies uses such analytics, a report finds. The approach contrasts with analytics that focused solely on "last click" behavior before completing a transaction, without offering insight on "top-of-funnel" responses to marketing messages.

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