Next level data driven attribution: how to set up real time marketing attribution

Real time marketing attribution attributes the conversion values during the purchase of a user and transmits this information via conversion tags to the relevant marketing tools. Sounds interesting? Then this session is for you. Patrick and Marcus will take you on a deep dive into data driven marketing attribution. They’ll kick off by looking at a selection of proven analytical methods for Data Driven Attribution which are often used to allocate the marketing budget between channels (cross channel). They will walk you through the optimization dilemma as operative marketing tools like Google Ads do not optimize their budgets (intrachannel) regarding the cross channel DDA results. The solution? Patrick and Marcus will show you a workflow using google cloud capabilities to enable marketing tools to attribute their budgets based on the whole customer journey.