New 'Journey Map' for marketers that tracks path to purchase could benefit video, branded content

Under a third of marketers use multi-touch attribution—the process of measuring the value of each consumer touch point on the path to purchase—to evaluate return on marketing spending now, but another 35 percent plan to try it within a year, according to a survey by the Mobile Marketing Association.The group has created a “Journey Map” to help them take that plunge, something that could reshape marketing spending for years to come. Online video and branded content st