With the rise of the information age, customers have gained an incredible amount of influence over companies. They expect consistent, high-quality experiences both digitally and physically, and companies must move quickly to gain their already-limited attention. Understanding a consumer’s preferences and values has never been more important, and with the rise of big data and increasingly sophisticated tools, marketers can use their findings to create better brand experiences and products for consumers.
Ensuring that the appropriate channels and campaigns receive credit for conversions is essential to all digital marketers. The ability to know which marketing methods perform well help us better plan for our brand’s future. Attribution allows marketers to identify a set of user actions, such as consumer touch points, that contribute to the result of a conversion or purchase, then assigning a value to each. As consumers touch on various points in their conversion journey, attribution modeling has become a heated topic in digital marketing today.
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