Digital Media Attribution Part 2 (VIDEO)
M-0932 | Published January 25, 2017 | Duration 8:32 Video
Collection: Darden School of Business
Product Details
This eight-minute video presents the marketer's challenge posed by the proliferation of media: How do we optimize the allocation of marketing resources among the numerous options available? Raj Venkatesan also introduces a concept that he calls the Media Attribution Ladder and discusses its role in the ongoing allocation of marketing resources.
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