Chapter 12. Advanced Principles for Becoming an Analysis Ninja

The toughest challenges in online measurement are the touchiest. Gaining a Conversion is complex: a Visitor may visit your website multiple times and be exposed to multiple online marketing campaigns. And because we live in a "nonline" marketing world, the influences on a Visitor are not limited to online channels. We see television ads and billboards. Therefore, our Outcomes are no longer limited to online Conversions; we might do our window shopping online, but we convert offline.

This chapter deals with the most demanding measurement topics. We'll look at different approaches to one of the hottest challenges of the moment—multitouch campaign attribution analysis. Then we'll examine ...

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