FOGGY FIGURES: SEEING BEYOND MARKETING ATTRIBUTION'S MIRAGE

Summary from the TLDR Marketing newsletter

Marketers have to be realistic about what attribution technology can do and understand that there's no bulletproof method to know how or why someone interacted with your campaigns every time. Marketing attribution data should be used to understand trends and behavior over time. Realistically, you should aim to know roughly 80% of what drove participation in each digital campaign. Measuring cumulative initiatives, like branding, word of mouth, PR, and earned media, can (and should) be done through market research, customer surveys, web analytics, media metrics, advertising equivalency value (AVE), and share of voice.