How Did Predictive Analytics & Attribution Help Fingerspitzengefühl To Optimize Cross-Channel Marketing Campaigns
November 16, 2020
Fingerspitzengefühl (FSG), an agency, supports international companies in successfully establishing and expanding their online business in Germany. With FSG, we at Haensel AMS have developed an analytics & attribution system that connects all data sources at individual user touch point level. With the help of a novel attribution model, the performance of various marketing activities/campaigns and their interactions can be determined and thus the profitability of the marketing budget in the multi-channel mix can be optimized. In the talk we will introduce and explain the data basis, the concepts of the attribution & analytics models, the design of the dashboard, as well as some FSG use cases.