E001: A Deep Dive into attribution and measurement
Marketing Operators
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Exploring Alternative Measurement Metrics in Marketing Attribution
The chapter discusses the importance of considering metrics beyond one-day click results in marketing attribution, such as new visits, post-purchase surveys, and return on spend. It emphasizes the need to triangulate data from various sources to gain a comprehensive understanding of channel performance and highlights the challenges of isolating variables in experimentation to establish causation.
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