Don’t get locked into attribution concepts that hurt, rather than help, your efforts to achieve business goals.
There are too many independent variables involved with influencing an audience, impacting pipeline and growing revenue to attribute causality to some dramatically reduced subset. Thus, a model that credits first touches or last touches or a mix is misguided from the start.
In this MarTech Today article, TechTarget CMO John Steinert argues that the purpose of attribution should be to enable you to better understand problems you’re encountering with marketing performance and rather than focusing on attribution for attribution’s sake, make it more about your customers and supporting a robust strategy for buyer’s journey optimization.
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