Attribution is Marketing’s most Infamous Word

Attribution.

It’s marketing’s most infamous buzzword of today.

The reason is simple. Even though we’re so proud of our technology and martech tools to give us data, perfect attribution is yet to be created.

What’s marketing attribution? 

Is the analytical science of determining which marketing tactics are contributing to sales or conversions.

There so many touch-points, on and offline that I dare you to say that you have a perfect attribution model in your business.

Privacy is today, the main roadblock to a perfect attribution.

And it’s perfectly OK.

How can you make decisions based on an imperfect attribution system? 

Some say that you need to trust your gut. 😕
I’m not one of those.

I think it’s a mix of several things—experience, know-how, common sense (this is huge) and above all, Testing.

You can have a pretty good idea of what’s working and what’s not if you test something one at a time. What will happen if you do this for a quarter? Just don’t test too many things at once. 

Rely on what you can control—your brand. Strength your brand positioning and the rest will be a subset of that.

What’s your view on this? Do you also struggle to have a good attribution model?