Marketing Attribution: Giving Agencies the Power to Keep Their Media Performance Promises
Today’s soaring consumer expectations are forcing marketers to rethink their engagement strategies and how their efforts are measured and optimized. It’s no longer enough to focus on individual channel performance and last-click attribution. These approaches not only create siloed and duplicated reporting, but also neglect to provide accurate insight into the strategies and tactics that are delivering the best results.
This year, marketers should resolve to embrace a more intelligent approach that provides an actionable understanding of what’s influencing consumers across the entire consumer journey.
But change is never easy. In this article for MKTGinsight, Visual IQ CMO Wayne St. Amand explores three common excuses for not investing in more advanced measurement techniques and how marketers can overcome them.