We carry a computer in our pockets. “Surfing the internet” isn’t something that’s done at a desktop computer. And we rarely get online at our desks and made an immediate decision. Instead we start – or finish – searches while on the go with our “pocket computers”.
Since mobile is a primary channel for accessing the internet and we switch among our screens and marketing channels throughout the day, we need to account for fragmented behavior in our measurement plan. Not only is the device of choice fragmented, the channels we interact with before making a decision has grown.
To read about the challenges surrounding attribution and how to address them, read my full post at Supermetrics.