Kill the click: mobile is transforming cross-channel measurement and making traditional metrics obsolete

As we push forward into a multi-screen world, path to purchase has grown increasingly complex and fragmented, spanning diverse channels, platforms and contexts. The consumer’s journey now plays as important a role as the point of conversation itself – especially given that 60% of Asia’s multi-device users now use at least three screens, with the number of users on four or more devices increasing from 22% in 2015 to 31% in 2016, according to a study by Appier . All these varied touch-points have rendered traditional measurement metrics and marketing mix models obsolete. It is no wonder that marketers today are rallying for more accurate, transparent and effective measurement standards, research by the Mobile Marketing Association indicates that measurement and attribution tops the needs list for around 60% of marketers. Cross-channel and cross-screen campaigns are no longer optional, and so should measurement standards that holistically account for the entire consumer journey. Against this backdrop, multi-touch attribution (MTA) is shaping up to be the holy grail of marketing measurement, addressing a whole host of challenges faced by marketers today. Kill the click The way we engage consumers has evolved, yet why hasn’t measurement kept up with the pace? Click-through rates […]

By | 2017-09-15T23:28:20+00:00 September 15th, 2017|Marketing|0 Comments