The Key To A Better Analytics Strategy Is Collaborative Business Intelligence

Since the rise of search marketing in the early 2000s, marketers’ abilities to track digital spend has grown increasingly sophisticated. Yet even though accountability has improved across channels and devices, the customer journey has become more complex.

Proper attribution is now a constant pain point for marketers struggling to ascertain which channels generate ROI1. CMOs regularly face tough questions about attribution and budget allocation. Only a third of those interviewed by Duke University’s Fuqua School of Business said they’ve been able to quantitatively prove the impact of their spending.

Author: Deren Baker


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