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Multichannel attribution : measuring Marketing ROI in the digital era

Recurso electrónico / electronic resource
Registro MARC
Tag12Valor
LDR  00000cam a22000004b 4500
001  MAP20130004143
003  MAP
005  20130208133504.0
008  130208s2013 usa|||| ||| ||eng d
040  ‎$a‎MAP‎$b‎spa‎$d‎MAP
084  ‎$a‎922.112
24500‎$a‎Multichannel attribution‎$b‎: measuring Marketing ROI in the digital era
260  ‎$a‎New York [etc.]‎$b‎Accenture‎$c‎2013
520  ‎$a‎Digital 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)
650 1‎$0‎MAPA20120023437‎$a‎Marketing digital
650 1‎$0‎MAPA20100037522‎$a‎Medios digitales
650 1‎$0‎MAPA20080602406‎$a‎Marketing estratégico
650 1‎$0‎MAPA20080624019‎$a‎Comportamiento del consumidor
650 1‎$0‎MAPA20080558970‎$a‎Inversiones
650 1‎$0‎MAPA20120004689‎$a‎Multicanalidad
7102 ‎$0‎MAPA20080436353‎$a‎Accenture