Attribution should be a priority for marketers, but if the "it ain't broke don't fix it' attitude holds true for many, then this is a huge opportunity missed to improve marketing performance. In today's world there are many useful data sources that can shape marketing and improve efficiencies. The problem facing brands is how to connect this data in a way that sheds light on customer behaviour and purchasing, and reveals the role that individual marketing activity has played in the journey.
"Internally, we strive for the 'perfect send,' when 100 percent of the people who get the message click or engage, and no one opts out," said Alex Campbell, the chief innovation officer and co-founder at Vibes, a mobile marketing platform. Campbell was discussing the potential for AI individualization (AI-I), Rich Communication Services, and mobile marketing in the retail sector when he described this 100% engagement, 0% opt-out scenario.