Tips for Managing Attribution in an Omnichannel World, Part 1

However, retailers face a unique challenge when it comes to effective attribution. Even as they significantly increase the volume of digital marketing, the vast majority of conversions still take place in-store. Let's consider the following scenario: A consumer receives an email from a retailer announcing new shoe styles for the spring season. The consumer clicks through the email to the landing page, browses the products on the page, and then leaves the retailer's website. Later that day, the consumer is spending time on one of her regular news sites and is exposed to remarketing from the retailer. The next day she decides to go to one of the retailer's store locations and makes a purchase.