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In this era of expansion of data-driven marketing, brands and their agencies have been eager to put their first-party data to work — to truly take advantage of this asset they’ve had at their fingertips. This includes customer relationship management (CRM) data, website, owned social media assets and other data sets.
As an industry, we have the desire to achieve total attribution — a perfectly detailed understanding of how all media in our cross-channel mix are performing. But despite our aspiration and progress, the path to full visibility is generally considered a few years out. And in many ways, we are still trying to figure out how to get there.
We have reached a true cross-screen state. A recent comScore report revealed that in the past four years alone, time spent by platform is up dramatically in the US. Americans are spending 394% more time on their smartphones and 1,721% more time on their tablets; and this mobile activity isn’t even stealing time from the desktop — people are spending 37% more time on their co ...