Liane Dietrich says, “If you’re a marketer, you probably know the feeling — You’re looking back at last quarter’s performance, facing the hard truth that a large portion of your marketing budget seems to have been wasted. You’re navigating multiple performance reports from several vendors across all of your marketing channels, and it’s hard to know exactly where things are going wrong.

Not having a clear idea of where there’s overlap in the reported performance, trying to compare different business models side-by-side, and feeling that the last couple of budget increases you’ve divvied to your highest last-click performers aren’t paying off — It feels almost impossible to figure out where things are falling apart.

An attribution model provides the kinds of performance insights that will empower you to determine where the problems lie. But how can yet another marketing expenditure be justified? Especially when you’re already facing underperformance of your marketing budget“.

Building The Business Case For Attribution

Marketing Land

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