Nearly half of the companies don’t use any formal marketing attribution strategy.
This piece states that brands should adopt a multi-attribution strategy for capturing and tracking the intricacies of how consumers interact with the brand. While most companies have at least three touchpoints, customer journeys can normally take upwards of a month – from awareness to purchase – to be completed.
Having a multi-attribution strategy can make it easier to track customer journeys. Brands can also hire data-driven teams and train existing resources along with integrating advanced technologies to efficiently manage siloed data.
The author suggests organisations should ensure that cross-functional team meets take place regularly in order to identify new customer pain points whenever they arise. Also, social listening can help marketers keep a track of how customers are reacting to their products or services in real-time.
[7 minute read]