In many pieces on travel, we’ve touched on the concept of hyper-relevance - that is, delivering the right product to the right customer at the right time on the right platform or in the right channel. But how do you actually get to hyper-relevance? In this era of data-informed decision-making, your data can give you a complete, end-to-end view of your customer journey and the touchpoints all along the way. And, perhaps most importantly, this granular, event-level view of cross-device, cross-channel, and on and offline user activity delivers insight into what is most relevant to potential customers, what resonates with them, what they interact with, and ultimately what they end up purchasing. How, where and when did they purchase? Where did that journey start? When did they make the purchase decision? This is what attribution is all about.
This is a companion discussion topic for the original entry at https://snowplowanalytics.com/blog/2019/09/20/piecing-together-the-complex-customer-journey-for-a-complete-single-customer-view/