This is a practical, conceptually sound attribution framework we have been developing with Mr. Tommi Salenius who is the Head of E-commerce in a fast-growing international e-commerce company. The point is this: >90% of e-commerce companies (just an educated guess based on our experience) solely rely on analytics to attribute sales to channels and campaigns. Analytics can be based on…
Associate Professor at the University of Vaasa. Based in Finland. If you'd like me to give a talk or workshop, please reach out via jonisalm@uwasa.fi.