A primer on Google marketing attribution models - Codehouse
A primer on Google marketing attribution models
Most organisations, certainly any larger brands, will be heavily involved in data analysis and marketing attribution - recording a value against a marketing channel or advertising media for a conversion to see which channels are working best in the overall marketing mix.
However there are many small and medium-sized organisations who are pumping marketing money into Google Adwords to increase brand awareness and drive traffic to their website to increase conversions, but not exploring marketing attribution at all.
For the uninitiated, here's our primer on Google marketing attribution models.