Jenni sells custom-printed t-shirts and knows that customers begin their journey online with research on their mobile devices and end up making most purchases using their desktop. But, on her recent programamtic campaign, mobile isn’t getting any credit. What would you recommend to solve this measurement problem?
- Stop investing in mobile messages and encourage other forms of creative
- Try a time-decay attribution model alongside a last-click one
- Rethink all strategy and start over including devising your own model
- Make sure attribution models account for cross-device conversion