In the nineties and noughties, the web was talked about as more measurable than any other medium.
The idea was that attribution of sales would be completely sewn up before long. Last click analysis was duly mastered and dashboarded. However, there remain difficulties in identifying customers and tracking them as web usage has splintered across devices.
There are plenty of other issues, technical and cultural. Let’s take a look at the challenges in data analysis for marketers.
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