Savvy marketers realize the benefits of omnichannel marketing. These brands use sophisticated tactics to engage their best customers and prospects wherever they are — online, on their phones or watching video or TV.
With digital, we’ve gained the ability to target consumers with relevant content at just the right time and place. Now, how do we track, measure and optimize this activity? Until recently, most marketers used last-touch attribution, which assigns full credit for a conversion to the final touch point in the customer journey.
But new tactics call for new measurement. Brands with more complex customer journeys have found last-touch models lacking and have begun to shift toward more holistic, cross-channel models such as multi-touch attribution. Multi-touch attribution shows you the impact of each addressable touch point on a conversion and helps you plan and optimize at a granular level.
Visit Digital Marketing Depot to download “8 Best Practices for Implementing Multi-Touch Attribution” from Visual IQ to learn how to execute a successful attribution strategy.
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