What do marketers do too much?
Try and prove their impact rather than IMROVE their impact.
So here's how attribution models can bring you down:
Let me preface this by saying, attribution models are necessary.
Executives need high level numbers to understand how well marketing is influencing revenue.
However, as marketers begin pulling that data for executives, they find that there are plenty of creative ways to pull that data.
Marketing attribution models are inherently ambiguous, and are prone to marketers choosing activities they prefer to weight the most.
If you're an SEO manager, you'll always be pull for a first, early touch weighted model.
Running events and field marketing? You're likely wanting your team to pull last touch.
Soon, you might realize that neither tells the full story, at which point you start looking at martech vendors for multi touch.
But multi-touch can be manipulated even further....
How granular are your activities you're assigning revenue to?
Which activities are your favorite, or that you think personally influence the buying decision more?
There are dozens of out of the box MTA models, and you can even build custom ones to add endless possibilities.
Sure, there IS value in this. HOWEVER, the motivation and principle behind coming up with that number eventually leads down a bad path.
Because you're just trying to prove, not improve, your work.
Sure, put together a model of some kind together (none of them are perfect) so that your executives have a number that you can reference.
Then INSTEAD, spend most of your time splitting out your funnel, looking at data and rates that give you information to change your work and improve your conversions.
You do that, then regardless of whatever model you choose, that overall pipeline number is gonna go up.
And that's really the whole point anyways.
#marketing

Ver todos los episodios