Today's average path to purchase involves 56 touch points across various platforms, complicating creative alignment and leading to consumer distrust if campaigns are disjointed.
With the right attribution model, marketers can centralize metrics and visualize the customer journey to prioritize budgets and make data-backed recommendations to leadership.
The full-path model tracks the entire customer journey from first touch to final conversion, providing an effective analysis of marketing efforts and revenue attribution.
However, the full-path model requires significant resources to implement, including advanced analytics tools and skilled personnel, making it time-consuming to set up and maintain.
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