Combining online and offline channels is key to mastering attribution

In a world where customer journeys are increasingly complex due to proliferated channels, moving technology landscapes, increasing volumes of content and services, as well as purchases online and offline, a simple attribution model has never been enough to measure the effectiveness of marketing. Yet they are still being used by the majority of marketers.
For years, marketers have modelled engagements at campaign and channel level, which gives a general indication of impact and ROI. But now, wit