Big Data was one of the hottest phrases of 2013, said first by technologists, and now echoed across organizations, especially by marketers. Why? Because marketing is no longer just an art; it’s a science. Marketers need to measure increasingly complex campaigns and customer touchpoints, and they haven’t always been comfortable with the number-crunching side of their jobs. But when they realized Big Data can empower them within an organization – and that smart tools can help creative types analyze data to answer critical questions – marketers quickly got on board.
Marketing campaigns generate Big Data across multiple channels, but how can a marketer make sense of it all? The answer lies in attribution. Not last-touch or first-touch, but regression-based, algorithmic attribution that tracks users across their entire paths to purchase from first exposure to conversion, and scientifically attributes value to each marketing touchpoint. In 2014, marketers will increasingly use Big Data and attribution to validate their marketing dollars.
Jeff Zwelling, CEO and co-founder of Convertro, presents seven reasons why marketers need to pay attention to Big Data and learn how to use it to their advantage.
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