Abstract:

The paper describes how superior modelling processes have developed in order to keep pace with, understand and measure the plethora of consumer touchpoints now used by marketers both online and offline. Further, it looks at the entire customer journey to understand interactions between these touchpoints and correctly attribute effects to achieve maximum ROI through optimal forward plans. The approach is based on a number of case studies conducted globally and across different industry verticals, while showcasing the results of one study for a Children's Charity.