Why Marketers Aren’t Giving Social the Credit It Deserves

This is an interesting white paper recently released by Adobe Digital Index. They do a short but thorough job explaining the challenges with attributing website traffic to social media efforts. There are some good stats and explanation of First and Last-click attribution measurement models. The main conclusion, not surprisingly, is that the increased value of social media (measured by first-click attribution) should be enough to change how marketers prioritize their investments in social.

Download here:

Adobe Digital Index_social_whitepaper

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