Provable Marketing Attribution is a Boondoggle; Trust Your Gut Instead - SparkToro - Deepstash

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Provable Marketing Attribution is a Boondoggle; Trust Your Gut Instead - SparkToro

Provable Marketing Attribution is a Boondoggle; Trust Your Gut Instead - SparkToro

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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 attrib...

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 ...

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.

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