As a marketer in today’s fast-changing business environment, you’re facing an increasingly diverse set of challenges. You’re delivering your messages in a growing number of digital and offline channels, each generating potentially valuable data (and tons of it). At the same time, you’ve never had more ROI accountability or more requests for metrics in the pursuit of marketing’s contribution to revenue. It’s no wonder that marketers are rushing to attribution solutions. The promise of attribution modeling is to assign credit to channels and touchpoints, providing the answers to two pressing questions:
- Which channels are driving sales?
- How should you allocate budget across channels to maximize sales?
Unfortunately, many marketers don’t realize the limitations inherent to nearly all attribution projects. And they often have a rude awakening when they grasp that attribution, as a standalone endeavor, isn’t answering their most urgent questions about channel contributions.
The only path to operationalizing attribution outputs is: 1) to gain a clear view of its limitations and pitfalls; and 2) to address those limitations with a solid data foundation, a comprehensive measurement framework, cross-channel testing, and unified multi-channel reporting and analysis—so you can make the best, most informed marketing decisions.
Join our webinar on Tuesday, September 13 for a revealing look at marketing attribution. Matt Jacobs, VP of Marketing Strategy at Origami Logic, will discuss the four key limitations and explain how to:
- Establish a data foundation and measurement framework
- Develop an “always-on” view of multi-channel performance
- Test and optimize to assess and determine lift
Vice President, Marketing Strategy