Cracking the ‘Commerce’ Part of Social Commerce

Retailers also should consider cross-channel attribution models in order to better understand the customer journey. Social networks are so influential that they've rendered traditional, one-to-one, last-touch methods of attribution as outdated. As Forrester Research noted in a report on attribution modeling, "customer intelligence (CI) professionals must adopt a cross-channel attribution model in order to optimize marketing budgets, accurately calculate customer value and acquisition costs, and develop a holistic view of the marketing ecosystem. Failure to embrace this new standard is expensive — firms will be plagued with continued channel conflict and an inefficient marketing budget."