How data and AI enable digital marketing – ETBrandEquity

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The rise of ecommerce has meant that every detail of shopper demographics, the customer purchase journey, and product inventory and content quality can increasingly be tracked. Furthermore, subscription and loyalty programs mean that digital marketers can increasingly track in-store individual behavior over time. Digital marketers must pursue a holistic Retail Ecommerce Management (REM) strategy.
ETBrandEquity caught up with Justdial’s Chief Marketing Officer Prasun Kumar, to discuss all things attribution. Kumar feels that even today, all marketing channels do not necessarily talk to each other, thereby making a robust and accurate attribution a challenge. He adds that Even within the digital eco-system, all platforms do not align with each other thereby making marketers build assumptions to be able to drive attribution.
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