Tips for Managing Attribution in an Omnichannel World, Part 2
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Chris Matz
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The final pillar of an effective omnichannel attribution program is organizational readiness. A consistent challenge retailers confront in realizing the benefits of better attribution is resistance from various stakeholders in the organization. Analytically driven attribution may end up challenging commonly held beliefs about what works and what doesn't in driving sales. Retailers must be prepared to manage these issues as part of the initiative. Gaining buy-in from all affected stakeholders up front and throughout the rollout will be critically important.
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Chris Matz
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