Tips for Managing Attribution in an Omnichannel World, Part 2
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Chris Matz
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Conclusion
While getting omnichannel attribution right will be challenging for most retailers, there's no question that the benefits will outweigh the costs by a significant margin. Understanding which marketing behaviors are most effective in driving online and in-store conversions and how this effectiveness varies by customer will enable retailers to truly optimize their marketing investment. Having the appropriate attribution infrastructure in place will enable retailers to quickly respond to changes in customer behavior. These insights will continually feed subsequent marketing activities so that engagement with customers becomes increasingly more personalized and relevant, and ultimately valuable for the retailer.
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Chris Matz
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