Blogs

The lack of a proper attribution model within the industry is actually more or less how we got to the first version of Odyssey. However, there are more topics in which I believe the affiliate industry is completely missing the point.

It's important to see which marketing channels drive most of the value, but if these channels cost you a fortune, you don't want to spend all your marketing budget there. Therefore, including both costs and revenue in your MTA model is essential.

The most important reasons for the slow adaptation of marketing attribution among marketers are complexity, a misunderstanding about what AI could do and Google's domination of the digital marketing industry in general.

When I joined Havas Media in 2009, I was introduced to Havas' attribution model called "Artemis". I was really excited about it, but in the end I've never really seen it working for any client.

Adoption of marketing attribution is getting more and more important for many CMOs and other decision makers. In this blog post, we'll inform you with 5 things you should know when starting with marketing attribution.

The issue with the ROAS metric isn't hard to suss out. It measures the cost of just a single stream. Click here to discover what ROAS leaves out.