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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.