Your marketing's most valuable player: using attribution.
Imagine a typical customer journey for a business like TOMS, a shoe retailer that sells online. A user sees a sponsored Facebook post that was liked by a friend about TOMS, and clicks through to Tom's site, browses for a while, then leaves.
Later on, the user sees a display ad from a TOMS retargeting campaign, and clicks through again, this time signing up for email alerts from the brand, but still not buying anything. Finally, the user receives an email from TOMS, clicks through, and starts to really think about buying the shoes. They leave it for a bit, and decide to buy, and they type the web address directly in the browser.
Who gets the credit for any revenue created? Well, that will depend on your attribution model. Attribution may sound complicated but in simple terms,…