By Sakshi Sharma

In the maze of modern marketing, understanding the twists and turns of consumer behaviour and journey is like navigating a bustling city without a map. Every click, scroll, and purchase leaves a trail, but piecing together the full picture remains a challenge.

Marketers wield magnifying glasses to decode consumers’ digital footprints, unveiling the secret patterns that guide their shopping whims. It's a quest akin to solving a mystery, with each clue shedding light on the journey from click to purchase.

In a panel discussion titled "Efficient Attribution Systems to Decipher Consumer Behaviour and Journey Touchpoints" at Ad:tech 2024, Ashish Tiwari, CMO of Home Credit, Vipul Kedia, Chief Data and Platforms Officer at Affle, Kapil Bonde, Head of Insights at Insea, Adjust, and Chandan Mukherji, Director and Senior VP of Strategy, Marketing, and Communication, Nestle, discussed the challenges associated with constructing a 360-degree view of the customer.

They also delved into the latest attribution systems aimed at optimising consumer behaviour and improving efficiency in media buying, among other topics.

Tiwari asked the panellists to provide an example of when they have effectively delivered attribution to business designs and another where it wasn't as successful.

Responding to his question, Mukherji said, “We operate a coffee machine business globally, encompassing brands like Nespresso, Nescafe, and Dolce Gusto. Our offerings include machine sales, pod sales, and more. We have a deep understanding of our consumers, backed by substantial first-party data. Through the consumer journey, from initial awareness to loyalty building, we employ a comprehensive customer database to track and analyse their behaviour.”

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