Campaign Attribution is Key to Justifying Marketing Optimism

Conclusion
Building an accurate attribution model is not a one-off; it's a long-term, iterative process. It must increasingly become a fundamental component of the marketing function. A strong attribution model is now essential to evaluate market effectiveness and ascertain the direction of ongoing spend. With individual-level online data, a marketing team can confidently justify spending decisions based on the proven value of each marketing activity and optimize investment across its digital channels.