Forcing attribution into everything is probably a bad idea.
I'm more and more convinced of this.
So how do you strike the balance? I'm not sure, but here's how I approach it:
Attribution is a beautiful thing. It can give you great insight into what works best and how much you influence.
Which provides the data driven insight you need to make things even better.
But it's not bulletproof.
Attribution models can be manipulated to show what you want.
And attribution models naturally assign value to certain activities more than others even when it's probably not the reality.
Like organic search (when they actually heard about you from a friend).
And some channels make much more sense for attribution. Like high intent paid search.
So, I think, you build it where it makes sense.
Make it good enough.
Don't force it where you can't.
And focus on execution.
#marketing

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