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Roxine Kee

Why First and Last-Touch Attribution Aren’t Enough (and What to Do About It)

Why First and Last Touch Attribution Aren’t Enough (and What to Do About It)

By | Google Analytics

If your client asked you today, “How many leads did your SEO/social media/PPC strategy land for us this month?,” what would you say? Would you say something about Twitter engagement, long-term brand marketing, and “staying top-of-mind”? Or would you be able to confidently say, “Last month, we drove 12,000 quality traffic hits to your blog and converted at least 2% of that into leads”? Attribution modeling, when done right, helps you respond with the latter (quantitatively) and do it in a visual way. The problem is, while any VP of marketing wants the agency they hire to own the content marketing channel…

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