New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Nearly half of the companies don’t use any formal marketing attribution strategy.

This piece states that brands should adopt a multi-attribution strategy for capturing and tracking the intricacies of how consumers interact with the brand. While most companies have at least three touchpoints, customer journeys can normally take upwards of a month – from awareness to purchase – to be completed.

Having a multi-attribution strategy can make it easier to track customer journeys. Brands can also hire data-driven teams and train existing resources along with integrating advanced technologies to efficiently manage siloed data.

The author suggests organisations should ensure that cross-functional team meets take place regularly in order to identify new customer pain points whenever they arise. Also, social listening can help marketers keep a track of how customers are reacting to their products or services in real-time.

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[7 minute read]

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