Mobile Attribution Is a Work in Progress
by Direct Marketing News
Marketers discuss the daunting task of—and potential solutions for—tracing sales back to mobile campaigns.
Nearly 86 million Americans shop on their smartphones, according to comScore. However, an estimated 40% of shoppers use three or more channels before making a purchase—up from just 10% in 2002. That multichannel path to purchase makes it tough for marketers who are trying to attribute which sales are linked to which channels—especially the increasingly popular, thus important, mobile channel.