Commentary
Kantar Educates Marketers On Full-Funnel, Multi-Touch Attribution Approach
- by Laurie Sullivan , Staff Writer @lauriesullivan, June 10, 2019
About one in four marketers struggle with attribution, so analysts at Kantar’s analytics practice are trying to teach marketers to focus on brand building. The full-funnel multi-touch approach also includes driving consumers to their website, even if the company doesn’t support direct-to-consumer brands.
It’s an evolution, not a revolution, said …
Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at lauriesullivan@gmail.com.
