Marketing Attribution

Marketing attribution refers to the science of determining what forms of media are driving customers to make decisions, and, in particular, purchases. Attribution software provides a way to manage something that’s generally very complex, which is analyzing the many media interactions a customer has over time, and then determining which of these were most impactful in the decision-making process.

Marketing attribution software is often included as part of a larger marketing automation product, and some of the features may include lead generation through the collection of real-time data, lead nurturing with tracking based on behavior, and tools to help marketers understand the end-to-end process, which allows them to make more informed campaign decisions.

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