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The ultimate objective of marketing attribution is to help marketers track their marketing and media efforts and determine the impact on their overall business. Priorities are shifting toward cross-channel measurement, and savvy print service providers are getting into the game!
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About Barb Pellow
A digital printing and publishing pioneer, marketing expert and Group Director at InfoTrends, Barbara Pellow helps companies develop multi-media strategies that ride the information wave. Barb brings the knowledge and skills to help companies expand and grow business opportunity.
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Discussion
By Eddy Hagen on Apr 21, 2017
Great article! And it is indeed necessary to have a good attribution to proof the effectiveness of the different channels, including print. Only then you can provide your customer with the right marketing mix.
Since a number of people are still struggling to get print into those statistics (and digital gurus still claiming you can't track print), I've published a tutorial showing how you can get print into Google Analytics: http://i4p.ceo/D4Z It's quite easy!
(I already mentioned this in an earlier comment to the 'Print Is Not Dead AND Its Not Returning to Past Dominance' video and dr. Joe also mentioned it in his webinar and newsletter last week)