Good morning, Marketer, time to put on your detective hat.
Martech has a lot in common with a whodunnit: A mystery to solve, clues to search for and for who (or what) did it to be named! Except in this case you’re looking for the good, not the bad. You want to find out what drove a conversion. Another difference, knowing only the last touchpoint won’t solve the case. It’s seldom just one thing “what did it.”
The martech equivalent of a wise-cracking private investigator is multichannel attribution. Nahla Davies’ post today is a deep dive into this essential marketing tool. She gets to the bottom of the case by explaining how all the parts work together.
Constantine von Hoffman,
Managing Editor
