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Digital marketing Cross-channel transparency
Digital marketing is the core of an e-commerce business. In order to provide daily full accuracy into the efficiency and uplift of marketing campaigns one needs a 360° cross-channel transparency. At start, there were no clear digital marketing KPIs; although numbers were available through the respective channel interfaces (i.e. Google Adwords, Facebook Ads Manager), these single-channel interfaces (owned by the vendor) had major challenges such as attribution, single-channel biases, limited access to details, etc.