From Talk to Action: Improving Customer Journeys Through Attribution
Attributed reporting is steadily gathering steam, allowing marketers for the first time to not only understand the behaviours of their most loyal customers – but also deliver brand awareness at scale. According to a survey, 75% of UK advertising professionals consider attribution to be important or critical to success.
However, while marketers seem excited by the prospects of attribution, most are failing to act on it. Are factors such as a lack of internal engagement and prioritisation of other more seemingly urgent matters to blame? Why have marketers ignored the need to grasp the opportunity to implement a clearer and more comprehensive view of the customer?
This report explores how brands can overcome these obstacles to move towards gaining a fuller understanding of consumer behaviour. It has been created by The Drum, in partnership with Rakuten Marketing.
A panel of experts provide advice on convincing departments to invest in attributed reporting; how to set goals; understanding customer behaviour; and overcoming data hurdles.
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