Building a business case for attribution
AdRoll’s Ben Sharp breaks down the tech speak surrounding attribution models to help you choose the right one for your business, in this guest post.
Attribution has been a key topic for Aussie marketers in 2016, with research from February showing that 92% of marketers recognise the importance of tracking their marketing activity alongside the customer journey.
The unfortunate thing is that 58% of Australian marketers were still using the outdated and just plain wrong first or last touch models.
So, marketer’s understand that attribution is important and 51% of marketers believe that better multi-touch attribution is the future of attribution yet the majority are hanging on to single touch models.
Why? Is it laziness, lack of education, not understanding the models or not understanding how to put forward a business case to the C-Suite? Attribution – Building a business case for attribution aims to answer those questions.
Bloody amazing that some marketers and many of the digerati seem to have forgotten to include non-digital influences in their attribution models, making them all 100% wrong (unless they, and all of their competitors are 100% non-digital.