As the digital landscape continues to evolve at a rapid rate, many retail marketers are struggling to view the cyclical consumer journey with a 360-degree lens. To understand the value of consumers along every step of their online—and offline—shopping paths, forward-thinking retailers are reinventing the way they assign value to the myriad of tactics in their marketing toolboxes. The result? New attribution models are helping retailers create more effective campaigns that attract new customers, accelerate sales conversion and increase revenues and profit margins.

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