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Christopher Karpenko

Coordinating physical and digital marketing has proven extremely effective for many B2C brands; however, accurately tracking and measuring the success of these campaigns can be challenging.

Coordinating physical and digital marketing has proven extremely effective for many B2C brands, sparking customer action at various stages of the purchasing journey. But accurately tracking and measuring the success of these campaigns can be challenging.

Attribution models are often used to gauge the potency of digital marketing campaigns and refine channel strategies, but these don't always take customers' real-world actions and behaviors into account — a major impediment, considering 72 percent of marketers said it's useful to know how customers spend time in the real world, according to a 451 Research study produced in January 2020.

Although US marketers...

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