Marketing through multiple channels is the right move; customers rapidly switch between communication modes, and some segments are more reachable in one channel than another. However, measuring the interactions between channels—particularly direct response and broad reach—is notoriously difficult. ROI-tunnel vision has led companies to focus their efforts on channels that are more easily measured, while harder-to-measure channels dwindle.
Watch the on-demand, 30-minute recorded webinar as MarketBridge analytics leaders Andy Hasselwander and Brice Chaney synthesize 20+ years of multi-channel attribution experience. Get best practices on integrating direct response measurement and econometric modeling to understand which channels drive demand—even for long-sales cycles and complex products and services.