Answer to Question 1
Marketing analytics software is a software package that collects, stores, analyzes, and graphically presents data on each of the stages in the conversion of shopper to customer process on e-commerce sites. Marketing analytics packages help business managers optimize the return on investment on their websites and social marketing efforts, by building a detailed understanding of how consumers behave when visiting their websites. They help analyze where customers come from, what they do on the site, and which content is most appealing, as well as how users shop, add to their shopping cart, and whether they abandon their shopping cart. Marketing analytics also allows managers to measure the impact of specific marketing campaigns.
Answer to Question 2
Cross-platform attribution involves understanding how to assign appropriate credit to different marketing initiatives on a variety of platforms that may have influenced a consumer along the way to an ultimate purchase. There is increasing recognition that first-click and last-click models that focus on either the first or last marketing channel or advertising format that a consumer engages with prior to a purchase, are not sufficient. Cross-platform attribution is difficult because there is a lengthy path from simple online ad impressions, website visits, and page views to the purchase of a product.
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Business Intelligence, Analytics, and Data Science: A Managerial Perspective, 4th Edition