"I’m pleased Vodafone is at the forefront of digital attribution advances and reaping the business benefit. Our new digital algorithmic attribution model better reflects consumer behavior, and, in addition, delivers almost real time insights and reporting, and cross-device consumer behavior. We better understand what activity has influenced purchase, widening the funnel, as well as what converts it. Our next step is evolving the new attribution to include revenue reporting enabling smarter and more informed planning and optimization."