Are you effectively gauging the impact of your marketing investments across all your channels? Join us as we redefine the concept of attribution, empowering you to make informed decisions about budget allocation. Discover innovative methodologies that will transform your approach to attribution, enabling your ecommerce business to thrive in the interconnected omnichannel landscape. Among the topics discussed:

• Moving beyond last-click attribution to capture the interactions across multiple touchpoints
• Mapping the omnichannel customer journey for enhanced attribution precision
• Integrating online and offline attribution for a holistic understanding of customer interactions

Last Click misses up to 96% of the impact of marketing, particularly for full-funnel platforms like Paid Social, Demand Gen and YouTube. The data indicates that brands who invest in these channels, and dedicate spend to upper funnel tactics like Awareness and Consideration, have a higher overall Marketing Efficiency Ratio, stronger brand loyalty, and are better set up for long-term sustainable growth. In this panel we will cover strategies that are built from and validated by full-funnel measurement, helping brands plan ahead, cut through noisy signals, and deliver their most profitable BFCM yet.