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Automating important aspects of your digital marketing campaigns is, despite the connotations associated with the term, the very opposite of an agency abrogating its responsibility to engage in daily account monitoring, management and optimisation. Rather, it is the almost counterintuitive and humbling admission that software is superior to human management in some areas and inferior in others. For the sake of their clients, human campaign managers must play to their strengths.
How does one determine where conversions and sales come from? One could simply guess… but thankfully you don’t have to with the Attribution and Reporting tools available at TMI. Sources of conversions and sales can be accurately identified by using a rule, or set of rules, commonly referred to as Attribution Modelling.