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Attribution Becoming More Of A Priority For Marketers

A new eMarketer report, "Cracking Cross-Device Attribution in 2016: Data Quality, Blended Models Merging Online And Offline Data," contends that marketers have been slow to adopt the tactics that would help them account for ROI and data for each channel they use. Lack of knowledge, experience, and an inability to justify the pricetag for the technology were cited as factors. But that may be changing: A January 2016 survey conducted by the Interactive Advertising Bureau found that cross-channel measurement and attribution were the most cited tactics expected to occupy marketing and media professionals' time and resources in 2016.

Read the whole story at eMarketer »

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