Using attribution modeling to uncover opportunities in the customer journey
Lefteris Grammatas | October 14, 2016
To stay competitive, companies need to continuously deliver better and better experiences for their customers. But the range of marketing touchpoints can be overwhelming to manage, and the customer journey can rapidly become a series of disconnected and suboptimal interactions.
So, how do we design cross-channel customer experiences that are complimentary to every customer and simultaneously unique to individual customers? By starting with an analytically complete picture of the customer journey and using attribution modeling to examine how our different channels contribute to the buying cycle.