‘The power of Influence and the multichannel customer’ – ‘Econsultancy’ Blog
Matt Swan says, “Customer journeys are becoming increasingly complex.
Not only are they across multiple channels with multiple touch-points, they are also spanning multiple devices.
Attribution and last click models
For years, attribution has been a subject of great debate, but until now we have been missing a core piece of this. Without the ability to look at how consumers move across devices, how can we expect to attribute sales effectively?
With the channel premised on a last click CPA, we have seen the rise of publishers who are effective at attracting and converting the final click in a purchase path; cashback and voucher code site have been incredibly successful at doing so.
More recently newer business models have emerged to further target and re-target consumers to encourage conversion”.
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