Algorithms at the Service of Attribution Marketing

The multiplication of marketing channels and devices (computers, mobiles and tablets) concerning consumers has greatly increased the complexity faced by brands in their marketing efforts.

It therefore raises the question of how to measure the performance of each marketing channel? Only a comprehensive analysis can truly decipher the interaction between different channels and the impact they have on each other.

Such is the mission of attribution marketing. This white paper aims to explain the issues, the principal attribution models used and the related challenges.

Sponsored by ESV Digital
Founded by web entrepreneurs Stanislas Di Vittorio and Olivier Moustacakis in 2004, ESV digital has evolved from a data driven PPC specialist into a market leading full service digital agency, constantly striving to look for new and innovative ways to drive growth for our 200 clients. Our outstanding growth has been enabled by consistent investment in our powerful, in-house technology platform and development of our talented, analytic Account Managers. Working in tandem, this combination of proprietary technology, in-house expertise and proven data driven methodologies serve to offer our clients a cutting edge approach to managing their digital marketing spend (total $300+ million globally).