Over the past few weeks, I’ve written on a broad range of topics pertaining to the customer journey. While we went wide and deep, the main takeaway was this: to properly measure the effectiveness of their marketing initiatives, brands must view all of their data (pulled from all of their touch points) concurrently and through the same lens. This got me to thinking about heuristics, and how my assumptions were framed by the teeny tiny amount of information available to me.
But let me…Continue
Added by Katrina Per on May 11, 2016 at 11:21am — No Comments
Let me clarify something before my friends who work for cross channel attribution companies try to kill me. I don’t think that the market for cross-channel attribution is inherently dead, but I do believe that the way most vendors offer those services today is dead.
I believe that the markets for marketing mix modeling and cross channel attribution are going to merge…Continue