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Tracking The Marketing Journey
Marketing journeys are long, complicated, multi-channel paths. Tracking them is always imperfect, but if you employ an extensive, expensive, difficult-to-configure combination of tools, tracking systems, and deeply talented statistics professionals, you can build a high-quality, predictive attribution modelling structure that approximates reality with relatively minor gaps.
Don’t bother. Just trust your gut.
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Trust Your Gut: The Argument
- Non-attributable sources of marketing are lower in competition and more powerful in impact.
- Channels with "provable" ROI are almost always claiming credit for channels whose attribution can't be shown.
- Marketers who flip the script and shut down “provable” channels often see an attribution shift but no loss in conversion.
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4 reads
The Only Catch: You Need a Trustworthy Gut
- Have a list of channels and tactics that seem to be working, and that you continually invest in
- Have a secondary list of experimental channels/tactics where you're investing until you prove a hypothesis
- Fundamentally understand your customers' top of funnel behaviour.
- Keep track of enough analytics to be able to spot a disaster.
- Trust your gut instincts.
- You can get better results by trusting your gut and doing the work.
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