Mastering the Revenue Attribution Puzzle [Podcast]
MarketingProfs has published a new episode of the Marketing Smarts podcast ‘Mastering the Revenue Attribution Puzzle’ featuring Tish Millsap.
George B. Thomas says, “To understand revenue attribution, and to execute it properly, explains Tish Millsap, requires a lot of preliminary planning—namely, a familiar framework that Tish has applied to a new context: the who, what, where, when, and why.
“Before you even pick a tool, you need to really answer starting with the why,” she says on Marketing Smarts Episode 571. “Why am I doing this? What questions am I trying to answer?”
The who is deciding which people on the buying team you want to include. The what is all the campaign activities you’re going to be measuring.
“The when is really about what window I want to look at,” Tish continues. “If an opportunity is created, do I want to look back three years to see what activities happened, or do I want to create a window that’s much tighter, maybe only things that happened in the six months prior?”
Then, finally, after you’ve answered all those questions, you can get to the “where”—that is, what attribution tool you’re going to use. And it could be one you already have!”
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