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Leveraging Multi-Touch Attribution for Greater Brand Marketing Success
Even in the present age of AI, big data and omnichannel marketing, pharma brands—for the most part—are stuck to the traditional idea that the last touch, the last communication someone receives before converting, should get all, or most of the credit for that conversion. Or, they might not even know which touchpoints to attribute credit.
In her article in Muse by Clio, Rebecca Visconti, VP of Marketing Intelligence, looks beyond that conventional worship of the last touch to provide evidence-based methods to calculate the real impact of every touchpoint more accurately.
Read the full article at Muse by Clio
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