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Episode 3: Attribution: Marketing's Pandora's Box
In this episode, Jen and Casper discuss different attribution modelling, their benefits and their pitfalls. How can you use your attribution data intelligently to optimize efforts without drowning in data? What is the perfect attribution model and will we ever achieve it?
Update: since recording this episode, at Dixa we implemented a W-shape attribution model where we give a majority of our attribution to first, middle and last touches.
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By Jen Montague and Casper RouchmannIn this episode, Jen and Casper discuss different attribution modelling, their benefits and their pitfalls. How can you use your attribution data intelligently to optimize efforts without drowning in data? What is the perfect attribution model and will we ever achieve it?
Update: since recording this episode, at Dixa we implemented a W-shape attribution model where we give a majority of our attribution to first, middle and last touches.
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