Data Science Is The New Measurement: Unpacking The Consumer Journey

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris O’Hara, vice president of global data strategy and agency lead at Krux. Understanding the customer journey in a world of fragmented consumer attention and multiple devices is a hoary old chestnut. Attribution is a big problem, for which marketers pay dearly. Getting away from last-touch models is hard to begin with. Add in the fact that many of the largest marketers have no actual relationship with the customer – such as CPG, where the customer is actually a wholesaler or retailer – and it gets even harder. Big companies are selling big-money solutions to marketers for multitouch attribution (MTA) and media-mix modeling (MMM), but…


Link to Full Article: Data Science Is The New Measurement: Unpacking The Consumer Journey