Tatiana Likhacheva

Tatiana Likhacheva

Tatiana is responsible for strategy and implementation of SEO orientated projects and campaigns for clients, the roster of which includes First Direct and Rymanworks. She has both in-house and agency experience and has worked across several digital channels within a range of verticals including financial services, travel and retail markets.

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Blog Blog
31 st May 2012

‘Attribution Modelling’ – it’s not all about the ‘last click’

For quite some time, digital marketers have leant heavily on attributing all the credit for an online sale to the activity which generated the ‘last click’. However, research from Google shows ‘last click attribution’ relates to consumers who’ve already made the decision to purchase online. Therefore, when it comes to advertising online, marketers should be focussing their expenditure higher up in the funnel, in order to capture and influence shoppers at the research stage, thereby maximising on budgets. Enter ‘Attribution Modelling’.

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Analytics , Google , and more...