Marketers Still Struggle with Cross-Channel Measurement

With the rise of omnichannel marketing, companies are gauging the success of their cross-channel efforts using a variety of methods. However, not having a proper measurement technique in place can hold many back. A June 2015 survey by The CMO Club looked at the primary methods CMOs worldwide used to evaluate the success of their cross-channel marketing efforts. More than one-third said they were not currently using a robust measurement technique, and nearly as many evaluated each channel individually and optimized based on channel-specific performance—missing out on the more robust performance information they would have by using a multichannel attribution model. - See more at: http://www.emarketer.com/Article/Marketers-Still-Struggle-with-Cross-Cha...

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

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