FTI Case Study Insights:
- FTI Touristik has been using Adtriba for customer journey analyses and data-driven attribution modelling since 2017. Previously, the company mainly used a last-click attribution, which for example resulted in the following challenges:
- Lack of transparency about how much each individual online marketing campaign contributes to sales in a cross-channel context
- Campaign evaluation without taking into account the customer journey and the interactions between the marketing channels