Connecting advertising to outcomes has increasingly become a key initiative for companies of all sizes. Over 50 percent of companies with 100+ employees and more than one digital channel are using multichannel attribution models, up from 22.9 percent in 2014, according to eMarketer. Keep in mind that this figure only includes multichannel attribution for digital initiatives.
Marketers are also turning to mobile and location data to help bridge the online and offline gap and to provide a fuller picture of attribution and a consumer’s behavior after exposure to an offline ad.
