Fractional Response Attribution is Worse Than Nothing
Customer Experience Matrix
OCTOBER 15, 2010
Summary: Should companies apply fractional revenue attribution when more sophisticated methods are impractical? I think not: it gives inaccurate results that could result in bad decisions. Better to avoid financial measures at all if you can't do them properly. I spent most of the past week in San Francisco at overlapping conferences for the Direct Marketing Association and Marketo.
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