Why Last-Click Attribution is Killing Your Ad Efficiency
Last-click reports make retargeting look brilliant and prospecting look wasteful. Here is how that distorts budget decisions, and which attribution models and tests to use instead.
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Insights on marketing analytics, customer data and reporting
Practical articles on attribution, customer segmentation, retention and reporting, each linked to the service and case study it relates to.
A Beginner's Guide to RFM Segmentation in SQL
Build recency, frequency and monetary scores from a transactions table, assign customer segments, and turn them into actions your marketing team can use.
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