Previously, marketers at NOW TV used a last-click measurement model to guide their digital media and marketing investments. Since this approach only gives credit to the last touchpoint prior to conversion, they suspected their online display ads and other upper-funnel tactics were being undervalued. They turned to Nielsen for a more intelligent way to evaluate the true effectiveness of each channel and tactic along the consumer journey, and how they work together to drive conversions.
We asked six Nielsen experts to discuss how to prepare for an increasingly complex customer journey. Learn ...
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