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Twitter’s New Conversion Lift Reports Just One Piece to a Bigger Puzzle

With today’s multiple choices of channels and devices it’s a rare occurrence that someone is influenced by just one advertisement. As we know consumers today are cross-device and multi-channel – they research on their smartphone while shopping instore, they see an ad on TV and later research more on their tablet, then buy on their desktop. This is the world of modern marketing and why we know last-click attribution is no longer the answer to accurate marketing measurement. 

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