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Published: August 14, 2017
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As companies look to a more holistic attribution practice that brings digital and offline data together, major challenges remain. Marketers furthest along tend to keep five key principles in mind as they work at transforming their view of customers.
"Few marketers have effectively tied together all the data and technology required to achieve a more holistic attribution practice, according to Econsultancy and IBM Watson Marketing. However, nearly two-thirds have started connecting the dots."
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Extent to Which Their Company Has Built an Integrated/Omnichannel View of the Customer Journey According to Client-Side Marketers Worldwide*, Nov 2016 (% of respondents)
Topics/Developments that Will Command Most of Their Attention According to US Digital Marketing/Media Practitioners, 2016 & 2017 (% of respondents)
US Companies Using Multichannel Attribution Models, 2014-2018
High* Barriers to Their Company's Use of Digital Technologies According to Business Professionals Worldwide, Q2 2016 (% of respondents)
No. 5: They Know Measuring Success Requires Real Business Drivers, Not Channel-Specific KPIs
Leading Marketing Objectives According to US Marketers, by Level of Importance, Feb 2017 (% of respondents)
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