The customer journey is more complex and fragmented than ever before. Prospects interact with your brand across many channels, from social media and search engines to email, display ads, and even offline touchpoints.
For a Chief Marketing Officer (CMO), accurately understanding which of these interactions truly influence a sale or conversion could be the catalyst to making some big changes. The way to understand the value of digital interactions is through multi-channel attribution.
98% of marketers consider attribution important for the success of their overall marketing strategy, and for good reason. It can help you know what’s working, why, and how well.
In this blog, we’ll break down how multi-channel attribution models work, what’s changed, and how CMOs can use this data to make smarter, faster marketing decisions.
Read More