Marketing budgets shrunk exponentially in 2020 and with cuts still taking place, measuring return on investments is vital for 2021. This session will explore the best tools in place to ensure ROI is measured accurately as well as considering the importance of attribution models. Specifically, digital attribution models, as digital channels are being increasingly used.
- Updating tools to measure ROI/best tools in class
- Importance of attribution models
- Balancing bespoke metrics with attribution science