Campaign Attribution is Key to Justifying Marketing Optimism

Justifying Optimism
Marketing optimism may be on the up according to the latest Bellwether report, but unless companies can evaluate marketing effectiveness and demonstrate return on investment, that optimism may be short-lived.

With budgets increasing for the first time in years, marketers can begin to exploit omnichannel marketing opportunities and attain new levels of customer insight. However, there's no return to the blank checks of the past. Digital is still highly compelling, but justifying spend and demonstrating value for money is now, quite rightly, top of the agenda. It's essential therefore that retailers move beyond current, somewhat blunt, models for measuring attribution and achieve accurate and credible insight into performance.