Funnel Vision: Understanding Digital Attribution Channels

Remember a time when marketing was all about the funnel? The potential customer moved through a prescribed set of stages to reach a pinnacle (seemingly the end of their journey) – the sale. Unfortunately for the traditionalists out there, the digital revolution has shaken up this model to the point where the funnel is well and truly broken. The stages in the buying process don’t fit quite so neatly anymore, and understanding how different attribution channels affect conversion is now key.

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