Simply counting assists is a poor solution to the attribution puzzle.
Category Archives: multichannel-economics
Attribution errors can make re-targeting appear more successful than it is leading to fewer sales.
Many retailers will spend the next week or two studying the results from Q4 hoping to find action items for early Q1. A word of caution: don't yank the rudder too quickly.
Here's a transcript and a podcast of an enjoyable conversation with multichannel expert Kevin Hillstrom.