Today, the consumer path to purchase is as complex as ever. Shifting consumer attitudes and multiple connected devices create a chaotic reality.
Consumers are distracted, but smarter. Marketers can be smarter too. We need to take a hard look into this data trail that consumers leave behind - as consumers use more digital platforms and channels for research and buying, there is a need to invest, strategically and financially, in tools and platforms that measure beyond traditional web analytics.
This Millward Brown Digital report on the retail category gives marketers insight into the evolving path to purchase along with advice on building a strategy to better shape marketing efforts.