As consumers move fluidly across digital experiences, how do search marketers get a complete picture of their interactions? This is one of the questions we posed to agency leaders from Digitas, iProspect, Performics and Resolution Media. In this video, they discuss some of the challenges they face, including tracking consumers through multiple touchpoints, determining the right attribution models and understanding how different channels influence each other. And they explain why they've turned to digital marketing platforms like DoubleClick Search to help them find the answers.
Connecting [the data] across all of those digital marketing touchpoints is really what’s going to be critical in the future to understanding our clients’ audiences and consumers and how best to market them in a relevant way.
—Erica Barth, Vice President of Products and Partnerships, Resolution Media