Brands Face Challenges Measuring Omnichannel ROI During Festive Season
· 2h ago · Originally reported by Agency Reporter
Brands encountered difficulties in accurately attributing sales and marketing impact across multiple channels during the festive season. The complexity of tracking consumer journeys across online and offline touchpoints made it hard to determine which ads or platforms drove results.
Why it matters
Understanding which marketing efforts actually lead to sales is crucial for brands to optimize budgets and improve future campaigns, especially as consumer behavior spans many channels.
Explain it like I’m new here
It's like trying to figure out which invitation made your friends come to your party when you sent them by text, email, and in person.
Read the original at Agency Reporter
Terms in this story
Attribution
Attribution is the process of assigning credit for a conversion, such as a sale, sign-up or install, to the ads, channels or touchpoints that a customer encountered beforehand.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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