Knowing how TV attribution works is first step in the right direction. However, a true analytics ninja’s search doesn’t stop there. As an advertising channel, TV is still the by far the leader in its space. More users are starting to consume TV while surfing the web simultaneously and we as marketers need to be able to measure its impact in real time.
The big questions is, how does this all come together? Well, let’s dive into it!
Second screen viewing has almost become a norm of how TV is being watched these days. If you don’t trust me, google “second screen viewing statistics” and you’ll be blown away with the amount of research out there. As a marketer your ability to track TV’s impact on website traffic and conversions are essential, more so if you are an e-commerce business. Multi-touch attribution as a concept has finally gained momentum with marketers slowly moving away from the last touch world.