WTF is fractional attribution?

by Shareen Pathak
Attribution is an increasingly hot topic among brand marketers. Just last week at the Digiday Retail Summit, marketers from Target called it one of their biggest challenges. Put simply, attribution is exactly what it means: How much of a customer’s decision can you attribute to a certain channel. But while there are many different methods of attribution — last-click, last-view ...Read the full article