attribution modelling helps marketers understand which campaigns or activities were most effective in driving conversions, allowing marketing teams to adjust budgets and other factors accordingly.
sounds like a perfect methodology, but it’s not all smooth sailing. join us for the latest episode of the digital marketing podcast as we discuss the dangers of attribution modelling, such as overlooking external factors, the hazards of over-reliance on data, issues with cannibalisation and more.
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on today's episode of the digital marketing podcast, we are joined by optimizely's chief product officer rupali jain, to discuss how we should be approaching cro, experimentation and what's really important.