Funnel Blog

a blog about advertising & analytics

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Dan McGaw

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From Attribution Modeling to Reporting: a Multi-Touch Attribution Solution with Funnel & Looker

Written by Dan McGaw,
10 minute read

Since the beginning of marketing, businesses have attempted to understand the influence their marketing activities have on their bottom-line. Today, Multi-Touch Attribution (MTA) models assess the role each marketing touchpoint plays in creating customers and generating revenue. Despite numerous technological advances in tracking and modeling, many challenges still prevent organizations from adopting MTA. Those include:

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Topics: Data Warehouse exports, Looker, Attribution