As marketers, we're often faced with a do-this-or-do-that decision when planning our strategies. There’s no limit to the number of channels and marketing tools we have at our disposal, so sometimes, due to resource restraints, we're forced to make the tough choices. Making the decision about which one is the best, however, can be difficult, time-consuming, and, quite frankly, overwhelming. For example, if you already have a database full of leads, you might be tasked with finding the best way to convert them into paying customers....
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It's a mistake to silo analytics by channel—multichannel and cross-channel touchpoints should receive appropriate attribution for sales. That's the viewpoint many direct marketers and their vendors shared with colleagues recently, despite the fact that all were attending the search-centric SES Conference & Expo.