Modern Purchase Paths Require More Than Last-Click Attribution
Adam Singer gives us three reasons why marketers need to use attribution methods that analyze modern paths to purchase. The product marketing manager at Google Analytics explains that on average, customers interact with a brand 4.3 times in the two days before making a purchase. They typically share the product with friends on their mobile devices and research information on the Web from their laptops at home. They also consult reviews, media, and apps. The paths and external signs provide insight into consumer behavior.