Remove game-theory multi-touch
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SMX East 2017 Day 3 – Attribution, Video and Analytics

QuanticMind

Analytics & Insights: “SEM Analytics: Giving Your Educated Guesses an Advanced Degree” by Sajjan Kanukolanu. First touch/First click – Attributes all credit for a conversion to the first click in the funnel. Last touch/Last click – Attributes all credit to the last click immediately preceding conversion.