Kantar Educates Marketers On Full-Funnel, Multi-Touch Attribution Approach

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 …

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