Campaign Attribution is Key to Justifying Marketing Optimism

Furthermore, attribution data has a role to play in the broader marketing strategy: it can be combined with existing customer intelligence data to build a single customer view, enabling accurate profiling that significantly improves segmentation and targeting. In addition, by segmenting customers according to criteria such as profitability and lifetime customer value, it's possible to measure differences in customer journey and attribution models by customer value to ascertain whether certain activities build more or fewer profitable customers.