Every multi-channel marketer faces the complex problem of allocating revenue from one channel to the marketing campaign that generated it. Many companies try to solve this by using simple match back business rules. While this is a good first step, there are more advanced approaches available. Explore these more sophisticated approaches, including how to use statistical modeling to enhance revenue attribution rules, and how to incorporate them into your database. The result is more accurate and consistent revenue attribution in all your marketing systems.

You will learn:
• How to introduce statistical modeling into your revenue attribution rules
• How to incorporate revenue attribution rules into your customer databases
• Ways to improve accuracy and consistency of revenue attribution