Attribution modeling can let companies identify the channels and campaigns driving traffic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 31, 2019, 2:27 AM UTC

Going through different attribution models can let brands identify which is the best fit for them.

This piece recommends some marketing tactics that brands should consider in 2020. Many businesses are observing that nationally ranked content is now being “overrun” by local results. They must understand where local optimisation is required and where national is required, to retain SEO traction.

Attribution modeling can let brands understand which channels and campaigns are driving real success. By studying various attributions models, companies can determine which one suits them best.

Remarketing could be the most “underutilised” tactic with it being relatively low-cost, as brands only pay for the ad clicks they get. Additionally, it is an efficient way to get messages to consumers whenever they are online.

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