HOW ATTRIBUTION ASSIGNS VALUE TO YOUR MARKETING CHANNELS

Sabrina Chamberlain, SVP, Experience Analytics, RAPP LA, shares her insight into the value of attribution.

“Attribution is a word that’s often thrown around in the marketing world, and it's usually interpreted multiple ways.

Defining your marketing attribution strategy by identifying the goals, key metrics, and testing models will help you overcome the interpretative challenges that many teams face. Additionally, isolating other conversations — like a reduction in sales volume or revenue — could hone your strategy and allow you to achieve better results while spending more efficiently.

Because marketing attribution relies on assumptions, though, getting everyone on board can be one of the biggest obstacles.”

Read the full article here.