Factors for Marketers to Consider in Attribution Rules

At the end of each campaign effort, a good database marketer is supposed to study “what worked, and what didn’t,” using attribution rules. Call it “Back-end Analysis” or “Campaign Analytics.” Old-timers may use terms like “Match-back.” Regardless, it is one of the most important steps in 1:1 marketing that is synonymous with what we used to call “Closed-loop Marketing.” (refer to my first article on Target Marketing from 11 years ago, “Close the Loop Properly”).

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