Author

Will Waugh
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Will Waugh is an interactive marketer at SAS. Areas of expertise include: digital marketing, lead nurturing, ecommerce, marketing automation, search, marketing analytics and evolving our use of SAS Customer Intelligence solutions. His career spans across multiple marketing disciplines including advertising, promotions, marketing analytics, social and digital marketing. Follow on Twitter: @willwaugh

Customer Intelligence
Will Waugh 0
Web analytics and digital attribution

I recently read an excellent research report by the IAB and Forrester titled Digital Attribution Comes of Age (full disclosure, SAS was a sponsor). In the paper, they talked specifically about improved multichannel measurement, data driven decision making and media buying leverage for marketers. Attribution, for me, is the natural evolution of marketing mix modelling