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Optimal B2B Marketing Attribution Analysis Techniques

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April 1, 2015 11:15 AM

San Francisco, CA

San Francisco, CA

In B2B, the role and contribution of marketing to reach the ultimate conversion is often questioned. Even if the contribution is established, it is unclear how best to optimize the budget across various marketing vehicles. May demonstrates how clustering and sensitivity analysis techniques in multi-touch attribution was used to quantify the marketing contribution to improve budget planning and program execution.

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