Attribution of digital sales can sometimes seem like a grab-bag process, with critical junctures of the consumer journey totally disregarded, but there are models that can add some sense to the equation, according to a Leading Hotels of the World.
The online path to purchase is a holistic journey, and ecommerce marketers should do their best to give credit to all the steps involved, rather than foisting all credit on one or two obvious steps. However maddening this effort may seem at times, it safeguards a brand from shortchanging key areas such as social media.
“To be honest there’s really no one size fits all answer,” said Debbie Johnsen, director of interactive marketing at The Leading Hotels of the World, New York. “It really depends on what kind of vertical you’re in.
“The length of the customer journey and level of complication will usually lead to additional steps,” she said. “Take a look at the different models and see what best works for you and the insights you can glean from it.”
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