Omni-Channel Attribution

Omni-channel (online and offline) attribution is another B2B specific challenge because there’s a multitude of channels and the typical customer journey spans a wide range of them, including online and offline. Omni-channel attribution allows marketers to see the impact of every customer interaction from search keywords to conference booth demos.

Web analytics, naturally, only tracks online interactions. Same goes for marketing automation measurement. For B2B marketers who do offline marketing as well, that leaves a huge gap in understanding. By integrating on the CRM side as well, advanced attribution allows offline touchpoints to just as easily be tracked and attributed credit.

Omni-channel attribution finally allows marketers to see and assess their efforts the same way their audience experiences it — not as separate online and offline engagements, but from a single, unified lens.
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