Cross-Platform Attribution 2015: Device Identification, Big Data Pose Continued Challenges

As marketers chase consumers across a myriad of media channels, devices and platforms, there is increasing urgency to understand and attribute the effect of each interaction.

What is the current state of cross-platform attribution?

Why are marketers still stuck on last-click?

What industry influences are pushing marketers toward more multitouch, cross-platform attribution models?

What challenges do lack of a universal device identification method and big data pose to achieving true cross-platform attribution success?

Publication: 
eMarketer
Author: 
eMarketer
Document Type: 
Research
Paywall: 
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