This is the tenth blog in a 10-part blog series for the Attribution Management Buyers Guide. This tenth section focuses on Data Warehousing.

When you make the move to attribution management, youre going to then be collecting a wealth of information you did not have access to before. For example, youre now going to have information for all the ads involved in the sale(s) versus just the last ad. If you are tracking true profit that means you are also going to have individual product information. You also know a lot more about your customers buying behavior since you are able to see all the ads your customer uses versus the last one. To harness this information and to make it actionable, it will require the use of a data warehouse, which can be a powerful marketing intelligence asset for your company.

Ask the following questions to determine how your attribution vendor will allow you to get even more value out of the data being captured:

1. Does your technology reside on a data warehouse?
2. Do you offer a data warehouse as an option?
3. Can the warehoused data be queried to create custom reports?

Attribution management systems that are built upon a data warehouse will provide you with much greater flexibility in building custom models and custom reports. Additionally, it will be able to provide further analytics around things, such as product trends, customer buying behavior and lifetime value, for example. (less info)