More and more customers are improving their knowledge and expertise on the use of a digital channels; this affects how products/services are searched and consumed on the internet. In consequence, the customer journey has increased in complexity along with the use of various channels. To set the right attribution model, understanding the role each channel plays within the journey allows us to segment by interaction. Only then, will it be possible to identify key points affecting the way consumer interact with a website, app or landing page.
Once we have a complete understanding of the role played by a channel we use a benchmark analysis, comparing top players in the category, to create an optimal channel mix for our customer's digital ecosystem.