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by Chris Lee, NMK

“’Brands and agencies understand that giving all the credit to the last ad clicked before a conversion is not the best way to manage marketing campaigns but some still struggle with quantifying the difference between various attribution models,’ he said. ‘That’s what we set out to do with this research. We wanted to give marketeers definitive numbers as to just how much the last ad model undervalues key channels – in this case, Facebook.’

Goldman added: ‘By recognising the role that Facebook plays in the winding path-to-purchase and giving it proper budget allocation, brands will generate better results from their multi-channel campaigns.’”

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