Courtney Eckerle says, ““The real challenge is that the path to purchase isn’t just a single step anymore,” said Ali Wing, Chief Marketing Officer, maurices.

The clothing retailer has addressed this in two ways, Ali said.

– Putting in place attributions in order to organize which channels receive credit
– Transitioning analysis of those attributions from a transactional approach to that which includes well-rounded customer data

“We’re attaching customer data so we get a long-term value in understanding the customer we’ve acquired, versus the transaction we just acquired,” said Eric Bibelnieks, Vice President of Enterprise Analytics, maurices”.

How maurices Increased ROI by the Strategic Use of Omni-channel Marketing

MarketingSherpa

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