With a looming economic crisis, sterling at its lowest value in two years, and marketing budgets declining, advertisers face a daunting challenge to attract consumers’ withering disposable income, when even basic utilities are becoming a struggle. In order to truly optimise spend and retain customer acquisitions for long-term success, marketers must understand customer behaviour from end to end, and the successes and failures of each touchpoint. However, legacy analytics tools and lengthy manual processes that many brands rely on are unable to ingest such dynamic data at scale–or provide the real-time insights needed to assess the full funnel efficiently.

Smart marketers are turning to real-time, full-funnel analytics solutions to solve this dilemma. Here’s Tony Ayaz with how…


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