Multichannel attribution : measuring Marketing ROI in the digital era

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      <subfield code="a">Digital technologies have empowered todays consumers to get what they want, when they want and where they want. So while consumers may have few problems moving from one media channel to  another and from one device to another, business is having a hard time keeping up with them. Anticipating the next move in a consumers journey to conversion, and measuring every interaction across channels, is a significant challenge. Pervasive methods in use today for associating consumer behavior with marketing investment fall short  of capturing the contributions from multiple channels on a specific path to purchase. As marketing leaders shift budgets from channel to channel, new approaches are required that provide better insight and ultimately drive smarter budget allocation and improved marketing return on investment (MROI)</subfield>
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