Kenshoo CMO Aaron Goldman’s interview with the Yahoo Advertising Blog
“YAB: Which new trends or technologies do you think are especially exciting and can bring new benefits to your clients?
AG: Dynamic attribution. Gone are the days of giving all the credit to last click, or any click, for that matter. With consumers moving fluidly between channels and devices, its imperative to use attribution models that reflect the nuances of each path to conversion. And, more importantly, marketers need to be able to quickly act on attribution insights and reallocate their budgets to what’s really working.
Kenshoo SmartPath is the first form of dynamic attribution that combines machine-learning and algorithmic decision to drive optimized digital media bidding.”
Read the full interview on the Yahoo Advertising Blog.