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We're Looking In The Wrong Place For Our Attribution Models

on 24 Jun  Posted by Admin  Category: Internet Related  
by Gord Hotchkiss

The online landscape is getting more complex. Speaking from a marketer's perspective, there are more points of influence that can alter a buyer's path. At the last Search Insider Summit, John Yi from Facebook introduced us to something he called Pinball Marketing. It's an apt analogy for the new online reality.
Hoping for a Strike

In the past, marketing was like bowling. You would build a campaign with sufficient critical mass and aim it toward your t