In the digital world we live in today, the average shopper uses at least three devices to access the internet. Across those devices, consumers encounter numerous types of engagement from retailers — promotional text messages, email offers, product ads, etc. The path to purchase has become so complicated that it's almost impossible to determine which touchpoint triggers a customer's purchase. As a result, attribution is an increasingly challenging feat for retailers, and many are relying on old-school models that simply aren't effective for omnichannel shoppers.
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