Marketing attribution is a powerful tool for evaluating ad tech vendors. Attribution helps you compare which vendors contributed to a conversion, and in what way: how many touchpoints did it take for a user to convert? How many impressions were garnered over how long a time period? How many net conversions did each vendor generate?
Numbers don’t lie, but they don’t tell the whole truth. This reality is all too familiar to marketers, who pull seemingly endless reports from multiple sources, only to have the data say different–and sometimes conflicting–things.
Every day, businesses collect data about users. Marketers follow as users go from one page in a browser to another; from one screen in an app to another; even as…
We’ve all been there. You’re interested in a product. You go to their website, check it out. You like it, but you’re not ready to buy, or you get distracted. A few days later, an email reminds you that “you forgot something,” and a day after that, an ad pops up on your favorite blog for the exact item you were considering.
My fellow marketers, we’ve come a long way. The days of crossing our fingers, spray-and-pray, throw it on the wall and see what sticks are over. Digital technologies have not only given us new channels in which to market, but new ways to measure our success.