With the increasing complexity of the customer journey, traditional single-touch attribution models are no longer sufficient. Customers now carry out multi-channel, multi-device journeys, and companies are having to keep up with these ever changing life-cycles.
In line with this is the increased need for businesses to focus on attribution, to ensure that they are properly measuring the relative impact across these different channels.
During a recent webinar on mastering the art of data-driven attribution, held by ClickZ in partnership with Fospha, close to 100 marketers were polled on their use of various attribution models.
49% of respondents were found to still