By Aaron Aders, inc.com:
Shares, likes, links and retweets are all great, but when the budget cycle rolls around, these metrics just don’t cut it. Digital marketers need to know the impact on sales that are driven by such metrics.
Unfortunately, in the past, attributing digital marketing channels to sales has been an elusive skill that many marketers simply don’t have the tools or education to complete. Today, marketers will find that a much clearer view of the impact on sales from each digital marketing channel can be easily generated using a new practice known as multi-touch attribution. Empowered with information provided by multi-touch attribution, digital marketers can:
• Justify digital marketing spends
• Optimize digital channel budget allocation… Read more