Wrestling with cross-channel attribution

We often talk about the impor­tance of analysing cus­tomer attri­bu­tion, and under­stand­ing the incre­men­tal effect of each part of the mar­ket­ing chain, in order to allo­cate bud­get effec­tively. In a blog for Econ­sul­tancy, Jonathan Bee­ston exam­ines the issue of cross-channel attri­bu­tion, as well as the real cost of acquir­ing con­ver­sions using re-targeting. You can read his blog here.