The latest article on  ‘Marketing Land’ is titled “Mobile And The Rise Of “Real World Analytics””.

Greg Sterling says, “The new reality of multi-screen conversions compounds the already difficult challenges of accurate attribution and ROI calculation. That’s on top of the persistent but largely ignored fact that most internet-influenced consumer spending happens offline.

Digital marketers have mostly avoided trying to account for offline conversions in the past because they’ve been so hard to track on a per-campaign basis. Yet e-commerce is still only about 6 percent of overall US retail (billions vs. trillions)”.

Mobile And The Rise Of “Real World Analytics”

Marketing Land

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