By Katie McQuater

It’s a complex world for marketers trying to navigate multichannel retail. Consumers often interact with several channels on the path to purchase, so traditional attribution models are often no longer useful – not only in terms of adequately rewarding affiliate publishers for the part they have played in the purchase, but to build an accurate understanding of how each online channel impacts the consumer.

While the affiliate industry was founded on the last-click model, and many marketers continue to credit the last-click for their success, retail merchants are increasingly moving away from this simplistic approach. Instead, brands are using data-driven insights Read full story ›

Source: The Drum