Campaign Attribution is Key to Justifying Marketing Optimism

Complete Path
"Last click" misses essential elements of the consumer journey. With even the fastest-moving products, there are usually at least a few stages in the buying cycle from initial awareness through to eventual purchase. Showrooming is a prime example, with consumers increasingly comparing prices and reviews on a mobile device while in-store. According to the latest figures from the Pew Research Center, 25 percent of mobile users look up prices online and 24 percent look up product reviews while in-store.