Using a Purchase Funnel to Measure Marketing Effectiveness: Better than Last-Click Attribution But Far From Perfect
Customer Experience Matrix
JUNE 9, 2010
Summary: Many vendors are now proposing to move beyond "last click" attribution to measure the impact of advertising on movement of customers through a sequence of buying stages. Of course, vendors only start pointing out a problem when they’re ready to sell you a solution. This is a definite improvement but not a complete solution.
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