
RV180 - Achieving Objective Attribution Measurement | Attribution Nation
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Optimizing Go-to-Market Strategies in B2B Companies
This chapter explores the flaws of using a single tool for measuring effectiveness in B2B customer lifecycles, emphasizing the need for purpose-built measurement models for different stages. It discusses the impact of siloed reporting within marketing departments, recommends multi-touch attribution models, and stresses the importance of unbiased evaluation for better decision-making.
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