There is now a greater need for smart audience measurement in order to fully understand your customer’s journey towards conversion. More businesses are realising that the last click model is too simplistic. The main reason for this is that we have moved into a multi-device, multiple touchpoint world. This means, the last click model doesn’t cater for it adequately, because it gives credit to only the last click before the sale. We use DoubleClick Campaign Manager to build your single customer view across all touchpoints and devices. This provides insights which lead to smarter media decisions.

• You want to understand customer journeys to identify key paths.
• Currently active across various digital channels and want to understand what is working.
• Aiming to quantify the importance of mobile’s influence on desktop purchases.