Why operators must revisit attribution models to create successful marketing campaigns

Florian Geheeb highlights how sophisticated multi-touch attribution models are key for bookmakers to achieve improved efficiency with marketing strategies

When it comes to maximising ROI, the last-click attribution approach is simply not sufficient in today’s global industry. It provides a limited understanding of each customer and can sometimes be worse than no attribution at all, providing the wrong optimisation. Many operators will almost certainly be over-paying their affiliates. And, while they remain an important…

Data | Marketing | Multi-touch attribution | Sportradar