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If you’re no longer solely using last-touch attribution, then you’re off to a good start. However, merely using multi-touch data for setting budgets is just turning your channels against each other. Your customers are multi-channel shoppers--use your data to pursue them in their natural habitat. By setting up our attribution system so that historically competing channels could collaborate, we were able to turn overlaps into new opportunities. We’ll take a look at some strategies PoolSupplyWorld has used to unlock additional value from work we were already doing, while breaking down the barriers between traditionally cannibalistic channels.