Today’s need meets tomorrow’s attribution.
Real customer insight is the goal of analytics. So enterprise businesses collect data from an ever-growing number of channels, both online and off. But while on its own, that data is able to say a lot about what customers are doing, it’s not as good at telling you why. Or more importantly, the effect those interactions have on their decision to convert.
Enter attribution. The goal of attribution is to understand the value of this email or video view, or that display ad or white paper in each customer’s buying journey. Hypothetically, this makes it easier to decide what tactics and content you should develop. But historically, many attribution offerings have struggled to live up to this promise. Either they only measured paid media or they only focused on a single channel like the web. While any insight is valuable, in today’s complex, multi-channel world this simply isn’t enough.
Today’s enterprise business needs more. They need to see what’s working and what’s not. They need to track their customer’s intricate dance through all their online and offline channels. And they need the ability to compare those journeys to put every interaction in context.
In other words, they need attribution to do what it was always supposed to do.