The promise of cross-device, multi-touch attribution has had a lot of hype. But despite advancements in marketing technology, few have come close to the dream of accurately measuring user journeys across mobile, web, TV, and offline channels.
How can you make sense of which vendors to trust? Where should you draw the line between holistic measurement and data privacy? Our comprehensive guide breaks down the myths from the facts, including:
- A deep dive into top methodologies for people-based attribution
- Implications of GDPR and CCPA on measurement protocols
- Key tactics and use cases for omni-channel reporting and optimization