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?