Using Multi-touch Attribution to Map the Online Customer Journey
In a world where consumers encounter marketing messages across a dizzying array of digital (and traditional) channels, understanding the customer journey is more complex than ever. Between a consumers first engagement with a campaign to the final goal – a conversion – multiple steps often lie between, from display banners and email offers, to social media posts, coupons, search ads and more. Quantifying how all of these steps, both individually and in combination, drive purchases is valuable information.
In this new whitepaper from CAKE, you will learn:
-The role multi-touch attribution plays in mapping the customer journey from beginning to end
-The top 3 insights Advertisers gain from multi-touch attribution
– How attribution strategies have evolved to go beyond Rules-based Models to also accompany Data-driven attribution
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