atulpmrApril 29, 2021 Multi-touch Attribution Market Overview The American Marketing Association has defined marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” A huge part of it is understanding which marketing campaigns will be the most effective – not only does this inform a company where it should focus its limited resources to both acquire new customers and retain existing ones, but also plan for and anticipate future growth. For most...