Truly effective measurement of marketing performance has long been a challenge for brands. Budgets are spent across a wide range of online and offline channels – including PPC, email, display – and each one usually has its own siloed system of tracking and reporting.
In many cases, this can lead to more than one channel claiming the same sale, creating a lack of transparency across the marketing ecosystem.
However, attribution provides the answer. By measuring marketing channels together, rather than individually, sales are deduped between channels, data is consolidated and valuable insights about the ways in which different channels work together to influence purchases are uncovered.
In our latest article for Marketing Land, MD James Collins discusses how attribution creates clarity for marketers, and more importantly, how brands can implement learnings and gain the most value from an attributed view of their data.