Data: the penicillin to the marketing attribution problem?

Today’s marketers can choose from an enviable buffet of marketing channels. From print to TV, social media to in-store promotions, the ways businesses can promote their products and services is larger and more varied than ever before. However, with all these choices, there can come overload. This is not helped along by the fact that determining the value and impact of each marketing channel is more of a stab in the dark than a science. Luckily, increasing hand-in-hand with the rise of these marketing channels is the amount of data they collect on consumers. Marketers now have an unrivalled opportunity to understand their target audience in greater detail than ever before. Powering this opportunity is data science – a unique combination of machine learning, computer science and statistics. Each marketing…

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