Solving for cross-device complexity with multi-touch attribution
Multi-touch attribution isn't new, but technological advances have brought it within reach and made it more important than ever, says contributor Chuck Moran.
I’m going to let you in on a secret: Marketers are human, too. Don’t tell anyone I told you.
Because marketers are human, we understand the richness of the customer journey, from initial inspiration or yearning to final sale. But dealing with that complexity is not always easy.
As marketers, we have more ways to reach potential customers than ever before, with new channels maturing at remarkable speed. Now it’s not only mobile, desktops and tablets that we must factor into our media plans and attribution models, but also new channels, including connected TV, smart homes, virtual reality and augmented reality.
Each channel contains different opportunities for brand exposure — whether social, display or pre-roll — and we must now contend with micro conversions that might occur along the way, increasing cross-platform complexity and the impact of remarketing efforts.