Today’s digital consumer is exposed to a huge number of marketing messages via display ads, search, email, mobile, social media and other sources along the path to purchase. Some retailers are deploying complex multichannel attribution solutions, with Big Data power, to measure the performance of their marketing efforts. The numbers are still small as a 2012 survey conducted by Econsultancy and Adobe, show only 26% of companies worldwide used advanced forms of marketing attribution. This article gives great insight and graphs on measuring these touch-points.
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