Companies are spending more than ever on marketing. According to the Harvard Business Review, it is estimated that global spending on media is expected to reach $2.1 trillion by 2019. But is all that money effective in producing improved ROI? Without knowing which channels are driving sales, or more specifically, which individual marketing activities are working, marketing spending is a black box.
On this webinar, Data Scientist Colin Priest of DataRobot explains the importance of multichannel, multi-touch attribution to accurately measure the success of your marketing efforts – and how automated machine learning offers the shortest path to success.
- The need for accurate, multichannel attribution in the age of multiple touch points
- How proper attribution solves common marketing inefficiencies
- How machine learning provides a way to map the consumer’s path to purchase
- How DataRobot allows you to create sophisticated marketing attribution models