eHarmony’s Romain Bertrand on measuring performance and path to purchase

What are the challenges you face with measuring digital marketing?
There are multiples challenges and new ones appearing all the time. They include attribution, tools, expertise and transparency.
Attribution: understanding the value of each channel and the interaction between channels, both offline and online. Tools: deciding which tools to pick and which results to use, while avoiding duplication. Expertise: making sure you have the right talent, both in-house and via partners, to implement, a