Retailers face a major challenge. How can they capture new revenue in increasingly saturated and competitive performance marketing channels? As costs creep steadily higher across search, display, and social, retailers need a better way to uncover new marketing opportunities.
Moving away from last touch is a critical step in finding new opportunities. Last touch gives the false impression that bottom-of-the-funnel marketing is responsible for all sales. In reality, the average customer touches multiple channels before making a purchase, and those early touches impact the sale far more than retailers can measure when they’re using last touch.
In this Point of View, we’ll explore why adopting a multi-touch attribution model is critical to retailers continued growth in the years ahead. You’ll learn:
Moving away from last touch is a critical step in finding new opportunities. Last touch gives the false impression that bottom-of-the-funnel marketing is responsible for all sales. In reality, the average customer touches multiple channels before making a purchase, and those early touches impact the sale far more than retailers can measure when they’re using last touch.
In this Point of View, we’ll explore why adopting a multi-touch attribution model is critical to retailers continued growth in the years ahead. You’ll learn: