The New Shopper Marketing Paradigm, Part 2: Measuring Impact For Product Brands

by Jonathan Opdyke
Consumer product marketers have long had to operate under the assumption that direct sales attribution, while an ultimate goal, is largely unobtainable and that marketing success must be judged through predictive modeling and sophisticated estimation. The exception is when brands decide to operate their own stores or e-commerce sites, where they can use and measure direct res ...Read the full article