The History and Future of Marketing Attribution

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Part of being successful in the online marketing world is the ability and willingness to change things up when the data justifies it. Testing is a natural part of digital marketing, and it is a key to finding success with your attribution models. Your model should change and evolve as the business changes, and every department needs to be on board for the greater good.

What's the Future of Marketing Attribution?
While multi-channel marketing attribution has bee cell phone number search philippines n the name of the game in the past and in the present, some experts predict changes that will make the process even more effective.

Privacy concerns
Marketers need to be more comfortable with less. Privacy concerns are more to the fore now, and GDPR enforced web edits and the cookie-free world decrease the amount of data available to marketeers, This highlighs how first-party data is more important than ever, where things like email and on-site databases need to play a more important role in the marketing mix.

Watch: our webinar on a real-life example of first-party data strategy in acction.

Automatic ad spend redistribution
Attribution systems that automate themselves may be a reality in the not-too-distant future. The idea is that attribution tools will redistribute your ad budget automatically in short time intervals, so your marketing ROI is always optimized. That will free up time for the team members who usually perform those tasks, as they will only have to read reports of what the system has implemented.