TLDR The 3rd part of the LEAD DIGITAL series "The big ROI check" is about different methods to determine and forecast ROI. .companion has its say in detail. Conclusion for companies:""The future does not belong to attribution and customer journey, but to marketing mix modeling on own systems".
The goal: calculate the ROI (return on investment) of marketing expenditures
It's about calculating the effect that individual measures have on sales success. "The buzzwords for this are no longer 'attribution' or 'customer journey', but 'modeling' and 'data science'."
The journey: we accompany our customers (companies) on the journey to data analysis in their own systems. Click here for the article