To end the day, we learned first-hand about a successful case of omnichannel attribution. Alba Salvador, Marketing Manager Spain at PromoFarma, explained to us how the leader in the pharmaceutical sector manages this field, which is already implementing the server-to-server solutions that Dani Barreiro analysed in the previous presentation.
Alba highlighted that when choosing an attribution ghana business email database system, selecting a last-click model may be entirely appropriate for a very short customer journey, but falls short when evaluating branding efforts, etc. in business models with longer discovery and decision processes.
In addition, Alba reviewed the evolution of the different attribution models used by Promofarma from 2015 to the present, seeking a global system that respected the customer journey of its users and allowed the creation of budgets and the modelling of users in terms of profitability and growth. "We have managed to create up to 10 attribution systems within our tracking system, one for each of our channels . " A multiplicity of attribution systems that they manage through Eulerian.