Our Director of Paid Media, Roman Bills, was a speaker at ERA in Las Vegas, NV. His presentation was titled: Cross-Channel Attribution: Avoiding the Risks to Reap the Rewards. In today’s complex omni-channel and multi-device world, evolving the attribution of digital media has never been more important. To accurately measure the impact of online advertising and the effectiveness of your campaigns, it is crucial to have a holistic approach. Roman explains the best ways to do that is to use a blended attribution model, which measures the impact of your digital marketing by examining both ad views and clicks. His presentation explored best practices using multi-touch attribution technology to uncover important insights across the entire digital customer life cycle and gave real world examples of the risks of under or over crediting channels.