‘Marketing attribution keeps you from ‘flying blind’’ – ‘Experian Marketing Forward’ Blog
Katie Oakes says, “Although marketing attribution has long been a challenge, it’s becoming increasingly important as more channels influence each customer’s journey. Real-time attribution, integrated into an existing cross-channel marketing platform, is a marketer’s dream come true. But it starts with data and technology – things on which many marketers still struggle to rely.
It’s a bit like the story of the airline industry. Pilots of yesteryear were accustomed to flying by hand alone. They took pride in their ability to manage flights purely based on instinct and manual gauges. When they were asked to accept assistance from a cockpit computer, many pilots were apprehensive to trust the new technology.
Those pilots ultimately discovered, though, that rather than encroaching on their abilities this automated support enabled them to focus — with their crewmates — on other in-flight needs while simultaneously improving airline efficiencies, performance and long-term customer service possibilities”.
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