Which Ad Attribution Model Should You Use?

Digital advertising has been known to provide marketers with tangible results, answers to their ad campaign performance, and guidance on where to spend their dollars. However, marketers are now realizing that the most measurable ad medium isnt quite as transparent as we all might have assumed. As a result, pressure is building on brands as they shift their advertising spend to digital, and rely more heavily on data as part of their media strategy.

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At the heart of this transition is attribution. Attribution is simply the ability to evaluate the performance of each media channel, and that has become a hot topic in 2012, as market…
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