‘Tips For Tackling The Online-Offline Attribution Challenge’ – ‘Marketing Land’ Article
Bill Dinan says, “Today’s consumers use more media in their purchase process than ever, but mobile is becoming a dominant force.
In fact, according to xAd and Telmetrics’ U.S. Mobile Path-to-Purchase study, “mobile devices account for up to 64 percent of time spent online and 42 percent of mobile users consider mobile the most important resource in their purchase process.”
Measuring ad campaigns across multiple media is complicated, but universal metrics like calls and other secondary actions such as coupon and map downloads can help link digital and mobile engagement to offline consumer response and are strong conversion indicators for many categories”.
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