Marketing Attribution
Download the PDF: https://www.demandmetric.com/content/marketing-attribution
Marketers have long pursued a goal that was once presumed unattainable: knowing with certainty
what the impact is of any promotional or advertising spending. With the growth of digital marketing
in the past two decades, marketers have better analytic data about clicks, views, and other buyer
behaviors that have a relationship to conversion.
The problem, however, is not one of simply measuring clicks or views; it is understanding and
measuring the entire journey of a buyer as they travel from initial awareness to conversion. Specifically,
how many promotional milestones or touch points did the buyer encounter? How influential
was each one? Marketers want to know because precise information about the influence and
effectiveness of each message, communication, or ad allows unprecedented optimization of each
marketing channel. Marketing attribution is the science of understanding the influence of each
marketing channel on a buyer's journey.
This How-To Guide will explain marketing attribution, review various marketing attribution
models, discuss when it makes sense to use it, and conclude with an action plan for implementing
marketing attribution.
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