Where should the team double down on its investment?
According to a recent report from eMarketer, “A dearth
of knowledge is making it difficult for marketers to execute
attribution strategies.” It cites a survey from AdRoll, in association with Econsultancy, where more than a third ( 35
percent) of marketers worldwide say defining the online customer journey is the greatest barrier to using attribution more
effectively — up from the 27 percent who said so last year.
“Consumers are not making tracking their online journey
an easy task,” the report continues, “given the rising number
of potential touchpoints available to them in an increasingly
digital world, along with the complexity of following them as
they move between online and offline channels.”
Whether scaling a new business or introducing products
to an already successful brand lineup, connecting sales to spe-
cific marketing efforts was complicated enough before social
and digital media. Today, it’s far more complex, but the same
technology is also making it possible to track the granular
data of consumer interactions while also offering big picture
trends and predictions.
As this next new year begins, it’s time to look back at the
lessons and successes of 2017 while planning for what will
certainly be another year full of opportunities and unpredictable challenges. ;