Data-Driven Marketing: There is No Excuse for Poor Measurement
Attaining the attention and loyalty of today’s always-on, distracted customer is becoming a significant challenge for businesses as they compete in a highly mobile and digitised marketplace. According to Aberdeen Group Inc., companies that have a strong omnichannel customer engagement strategy in place retain nine in 10 of their customers (89%), compared to only a third for companies that do not (33%).
It has been over a decade since marketing attribution capabilities first came onto the market to measure the performance of marketing and media against specific success criteria. Yet – with the volume of performance and audience data growing by the day – marketers are still confused as to how attribution fits into their overall marketing strategy, and the benefits it provides for optimising budgets and creating relevant experiences that drive meaningful business results.
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