Forrester Research Analyst Tina Moffett and BusinessOnline VP of Analytics Rob Cataford discuss the challenges faced by BtoB businesses with long lead cycles and the importance of Marketing Attribution.
Tina and Rob share how to choose the best attribution model for your business, what types of resources may be needed, and demo six scenarios using the Adobe Advanced Analytics suite:
+ Full Measurement
+ Aligning Metrics
+ Choosing an Attribution Model
+ Channel Optimization
+ Company Attribution
+ Creating Validated Engagement Factors
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