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Benefits of Marketing Attribution


Originally published January 26, 2016


Bill Rand and PK Kannan of University of Maryland Smith School of Business, where they are professors in the marketing department specializing in marketing attribution, are interviewed by Wayne Eckerson of Eckerson Group, a research and consulting firm focused on business intelligence and analytics. PK describes marketing attribution and what information it provides to evaluate the effectiveness of marketing efforts. Bill talks about their work with big data and machine learning.



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