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interview thomas cook

How Thomas Cook uses the Unified Model

In this interview Bas Touw explains (in Dutch) how Thomas Cook is able to optimize their media budget with the help of Objective Partners.
walled gardens

Walled Gardens

In the world of online marketing, bringing all the data you can collect about your customers into a single platform is often seen as the holy grail. There are online giants (like Google and Facebook) who claim to have the appropriate solution to help you achieve this.
ten steps to implementing multi-touch attribution

Implementing Multi-Touch Attribution in 10 Steps

Multi-Touch Attribution: many organizations talk about it, but only a few are actually implementing it.  Let’s start by defining Attribution. Attribution is the process through which you allocate budget from your revenues to the marketing touchpoint(s) a customer was exposed to before making a purchase. Multi-Touch Attribution uses mathematical models to help you spread your budget optimally across these different touchpoints. This 10 step roadmap will show you how to start using Multi-Touch Attribution to reach your business objectives, without using too many complicated tools and techniques.