By Andrew Burgess

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.

Facebook’s partnership with Dunnhumby will give brands the data the social network believes will prove the merits of its Read full story ›

Source: The Drum