Today, I did exactly what my fellow marketers wanted me to do. But they’ll probably never know it.
Why? Because true cross-channel attribution is still close to impossible, really. Although the industry is making huge strides in the digital realm, identifying and tracking the consumer pathway through online and offline touchpoints is still severely lacking.
Have you ever stopped to think about your own consumer journey, and how challenging it is to measure?
Here’s the run-down of my cross-channel, cross-device pathway to conversion:
So, was Uniqlo’s out-of-home advertising effective? Yes.
Will Uniqlo ever know that? Highly, highly unlikely.
Needless to say, we have a long road ahead of us when it comes to effective online & offline attribution measurement. But that doesn’t mean we should sit idle and wait for the holy grail of marketing measurement to be bestowed upon us. There’s still plenty we can improve upon today – like getting our digital measurement and attribution practices up to snuff.
Not sure where to start? Scope out your opportunities by checking out our recent post about the importance of view-through conversions.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.