Fact Checking Three Common Multi-Touch Attribution Claims
Online shopping has changed the face of retail and redefined consumer expectations. As Bain & Company partner Darrell K. Rigby boldly predicted in 2011, “Retailers relying on earlier formats [will] either adapt or die out as the new ones pull volume from their stores.” Fast-forward eight years and the assertion holds true, but progress in business-critical areas remains slow.
While Rigby’s predictions of increasingly digitalised retail have become reality, many brands are lagging behind. With so many channels, data sources, and consumer behaviour changing by the day, measurement has become more important than ever. Yet most retail marketing lack the insight needed to improve performance, optimise spend, and enhance the consumer experience.
So, what are the measurement mistakes marketers are making today, and how can they be put right? Nielsen’s Ben Samuel explains in an article for Talk Retail.