Archive for May, 2018

Strategic attribution tools

Is marketing attribution strategic?

With thousands of MarTech products available, is having a marketing attribution tool really necessary? When you realize it builds a reliable bridge between brand and customer, it is no longer a “nice to have.” It becomes indispensable for making strategically sound decisions about customer acquisition at large. Last month, the 2018 edition of the famous[…]
Online and offline attribution

Online and offline attribution: friends at last

The saying, “what happens offline stays offline” is no more. Marketers can now use attribution to measure the influence of offline ads against online sales, and the other way around. The all-round transparency marketers always dreamed of has become a reality. Offline is less advanced, but not less important Automated customer journeys and omni-channel cross-device[…]