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Multi-channel Consumption Becomes Standard

In our last blog post we discussed the challenges of conversion attribution in 2013. An important point of that post was how marketers should integrate conventional channels into their conversion attribution analysis. We talked about how consumers who are on their way to a conversion – whether it is a purchase, the conclusion of a contract – do not only do so via online channels. Even if the final step or purchase eventually takes place online. On the flip side, many conventional transactions do not solely come via classical marketing channels, as more and more consumers seek to inform themselves via online channels and have their interest piqued elsewhere. (more…)