How do consumers interact with a brand on all devices?”, “Which channels do they interact with on each device?” and "Which device are they ultimately converted to?" This is one of the biggest attribution challenges as consumers use a multitude of screens (TV, desktop, tablets, smartphone and more) throughout their journey. As consumers move from one device to another, it is difficult – if not nearly impossible – to maintain unique identifiers to track the customer journey both offline (via TV) and online.
This will be the most difficult gap to bridge due to the complexity required to track unique users across multiple screens. Today, advertisers are trying to bridge fax number list the gap by looking at data and finding correlations between screen interactions. A few large companies can bridge this gap with login states across multiple screens and devices (think Apple, Facebook, Comcast), but potentially not across all the screens and devices we regularly use.
Multi-screen and multi-channel attribution will only become more difficult as search moves experiences away from the search field, such as voice search through personal digital assistants and virtual reality/augmented reality technology. Regardless of the attribution model chosen and the gaps that exist in all attribution models today, the goal is always the same: to understand the value that each channel brings to the marketing mix by moving customers forward throughout along their decision-making journey.