Posted on June 28, 2023 by Jared Harrington
This article was originally featured on TotalRetail
Jared Harrington, COO of Media Culture, emphasizes the significance of understanding the consumer journey and attributing the value of conversions to different marketing touchpoints. Harrington highlights that multitouch attribution not only provides short-term performance insights but also drives long-term growth by revealing the role different channels play in the purchase journey. This enables marketers to optimize their strategies for both immediate impact and sustained brand and revenue growth. Transitioning to multitouch attribution requires organizational commitment and can significantly transform marketing perspectives for lasting success.
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