Do You Understand the Value of Cross-Channel Attribution?

In this era of complex retail channels, one of the big challenges is attributing the contribution of the various channel members in the consumer’s purchase process.
As Forbes’ MarketShare notes:
“In today’s more measurement-focused marketing world, cross-channel attribution is a hot topic. Briefly, this is the science of using advanced analytics to allocate proportional credit to each marketing touch point across all online and off-line channels, leading to a desired customer action.”
“That’s basically how Forrester defined it in The Forrester Wave: Cross-Channel Attribution Providers, Q4 2014 report (here), published in November. At MarketShare, we like to phrase it a bit more simply as ‘giving credit where credit is due.’ Either way, the result is this: Attribution helps brands track their marketing and media efforts more accurately and show how they impact the overall business.”
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This entry was posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 7: Communicating with the Customer, Part 8: Putting It All Together and tagged , , , , , , , , . Bookmark the permalink.

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