Multi-Channel Marketing Attribution using Segment, Google BigQuery, dbt and Looker

rittmananalytics.com

I've had this conversation so many times:

What you really want is attribution and conversion reporting thats independent of the networks themselves, uses a multi-touch attribution model that considers all the touch-points in the conversion journey and is under your control, not the advertisers'.

Even moderately effective marketing attribution remains extremely hard for most organizations to achieve. This writeup is by Mark Rittman, and it closely mirrors how we've been doing solving this problem for years. I'm so happy that someone took the time to write out a great walkthrough.

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