by Greg Sterling, Marketing Land

“Attribution and mobile ROI are particular challenges for the industry. A Kenshoo-sponsored report written by Forrester surveyed 106 advertisers, agencies, and analytics professionals in the US and Europe. It found that most digital marketers are using narrow and unsophisticated attribution and ROI models, including excessive reliance on clicks — which for mobile has been proven to be a false ROI metric.”

Read the full article on MarketingLand.com