In today's digital age, the customer journey is a complicated one. In fact, Google reports that buyers are frequently taking six or more actions before deciding to purchase a product. That means that not only does every marketing touchpoint need to be tracked to ensure proper attribution, but that other non-marketing activities would likely also need to be measured. For example, if a person spoke to a colleague or read a third-party review of the product itself.
This kind of consumer behavior makes marketing attribution a bigger challenge than ever before. And without proper attribution, it can be increasingly difficult to understand how marketing efforts are performing. This becomes an issue when teams are looking to determine the ROI of marketing spend and how to potentially shift strategies based on actual data points.