Goal Follett needed to aggressively capitalize on the fall back-to-school season to drive revenue and meet annual goals. With competition on textbook sales increasing, Follett needed to use data in a cutting-edge way to outperform the competition. A key strategy they identified was to evolve beyond last-touch measurement. To accomplish this, they would need to leverage an advanced attribution solution to inform how to set keyword bids based on fractional conversions and revenue, in order to better optimize performance. Execution Rise Interactive, Follett’s agency, implemented an omnichannel advanced attribution strategy using Altitude by Impact. Altitude’s proprietary machine learning attribution and robust analytic dashboards allowed Follett to understand the true value of each pai

Join for free to read