Optimizing Your Digital Marketing Spend through Multi-Channel Attribution, Nick Necsulescu

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ClickZ Live case study

Company: ClickZ Live

Published: 16 May 2014

Business Area: Marketing Strategies

Format: Portable Document Format (.pdf)



Multi-Channel Attribution is the process of understanding and assigning credit to Digital and Non-Digital Channels, which eventually lead to conversions. You should use attribution modeling to understand the buying behavior of website visitors. Why do people buy from your website? What happens before they buy? What prompted them to make a purchase or complete a predefined goal? The biggest insight that you can get from attribution modeling, is to determine the most effective channels for investment.

In this session, you will:

  • Get a better understanding of what Multi-Channel Attribution is, including specific models
  • Explore a real-life example of Attribution Modeling at work
  • Learn how to link Digital Interactions to Offline Conversions
  • Improve your CPA by focusing on the most valuable channels to your business

Nick Necsulescu, Senior Manager, Customer Segmentation, TD Bank Group