The Multi-touch, Multi-device Attribution Dilemma (and some companies that can help)

This will be a focus in 2014.

By Sue Brady

Over half of the folks surveyed by Atlas Institute (Cookie Retention. Is the sky falling on cookies?) say they delete their cookies at least monthly. This data is not unlike data shared over the last few years from Nielsen and Jupiter, and is just another factor that needs to be considered as you think about attribution. Attribution refers to how you give credit to your various marketing efforts. It’s complicated and messy, but necessary to understand. Attribution tracking, or understanding the customer journey to conversion, is key to optimizing your site performance.

So why the buzz about multi-touch attribution modeling, and what does it even mean?
Just a few years ago, marketers favored First or Last Click attribution, meaning the first or final behavior that lead to the conversion is the one that received all of the credit. That means that if someone searched for…

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