Incremental within performance marketing is one of the industry's hottest topics. Join us as we take a look.
Retailers with established online marketplaces employ multiple marketing channels to drive traffic, build the brand, and increase sales. Those managing these channels work diligently to understand what each channel contributes to customer acquisition and overall revenue.
Most companies in this mature marketing stage have access to comprehensive customer and traffic data, and often track the customer journey across channels. When analyzing this data, marketers find that multiple channels contribute to a sale, but it is often unclear which touch points result in the sale, which influence the sale, and what that level of influence is to each sale.
There has not yet been an identified best practice for isolating this information and acting on this data.