Marketers have plenty of ways to assess the value of their marketing campaigns, and multi-touch attribution, or MTA, has traditionally been considered one of the most effective. Making MTA work best requires an identity graph running under the hood, but once you have an effective identity graph, you’ve opened the door to properly measuring the success of your omnichannel marketing. It’s a lot to keep straight, but Host Monique Ruiz takes you through it all with the help of James Heller, CEO of Wrapify, and Claritas identity graph expert Jeff Bickel.