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When it comes to Cross-Channel Marketing, attribution is riding shotgun (eBook)

Steve Olenski
Master Principal Sales Architect

Two days ago we launched the newest addition to our Modern Marketing Essentials series - the Modern Marketing Essentials Guide to Cross-Channel Marketing.

Why this particular topic?Cover

Because the cross-channel experience is broken. If you don't believe me maybe you'll believe the Accenture research which revealed that 78% of customers receive a fragmented experience as they move from channel-to-channel

Our new guide contains lots of useful "stuff" including the 3 key points we identified to support your ability to ramp up your cross-channel marketing activities.

Yesterday we discussed the fact that when it comes to Cross-Channel Marketing, data is in the driver’s seat.

Today we'll cover how attribution is riding shotgun and finally tomorrow, how the experience is the engine.


If the data is in driver’s seat, and it most assuredly is, then attribution is riding shotgun; for marketers are all about - not about the bass, but numbers, the bottom line, ROI, and so on.

With cross-channel marketing, however, it’s a lot more challenging to measure the effectiveness of marketing communications that touch the customer in so many different ways.

As a result, many marketers are now paying close attention to the emerging field of attribution modeling and analysis to define better strategies to allocate their precious marketing budgets across different channels and programs.

It’s the Holy Grail of digital marketing: Measuring the bottom-line results of a single campaign that plays out across multi-level marketing channels—from email to mobile to social media to display advertising. But how?

Heretofore the metrics used have both simplistic and done in silos i.e. the display advertising managers have been obsessed only with reach and clickthrough rates while mobile marketers are looking at app downloads only, and so on.

And none of the teams has worried much about what others team were doing— or how well they are doing it. But all that is changing.

Marketers across industries, from life sciences to retail to telecom, are shaking up their businesses in response to sweeping changes in consumer and prospect behavior in the digital age. They’re learning how to connect with customers on a personal level.

And the CMOs who are driving these cross-channel campaigns want to see quantifiable results.

So do yourself a favor right now and download Modern Marketing Essentials Guide to Cross-Channel Marketing.

Plus you will also want to check out the entire Modern Marketing Essentials Library, your one-stop shop for the resources and insight into best practice marketing, including Marketers’ Blueprints to help your teams collaboratively map out strategies for success.


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