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Full Customer Lifecycle Attribution: The Olympic Importance of the Individual

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Executive Summary

Much has recently been written about the challenges and issues of building accurate and credible marketing attribution models. This broad and complex topic has many factors to consider and can quickly become technically focused. The specific focus of this white paper, however, is on the role of individual-level data in developing the insight needed to build robust and accurate digital marketing attribution models which take into account the whole customer journey, not just the first or last click.

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