Today’s average path to purchase involves 56 touch points across various platforms. This proliferation of channels introduces a new layer of complexity and complicates creative alignment, as disjointed campaigns lead to consumer distrust and frustration. If marketers can’t identify which combinations of channels are working or, more importantly, which ones aren’t, effectively prioritizing ad spend becomes nearly impossible. With the right attribution model, marketers can centralize metrics to visualize the entire customer journey, prioritize budgets to maximize ad spend, and make data-backed recommendations to leadership. These tools help centralize and normalize…
