How the Sausage Gets Made: Digital Marketing & Attribution

Yet, when exact attribution is required, it slows brands down and costs them more by making them spend time and resources on the very thing they’re trying to prove. No matter how far down the rabbit hole they go, it costs more to attribute more.

when decisions were made about marketing, acquisition, people, systems, or products, each person answered one simple question: “How does this improve our Gross Margin per Visitor?”

Direct marketing is action oriented. And it is measured. Brand marketing is culturally oriented. And it can’t be measured.

This is the direct marketer’s dream. It’s advertising that clearly pays for itself. It lets you scale. You can measure what’s working, do it again and again, and grow. It’s worth noting that very few organizations do this math carefully. They’re spending and praying, hoping it all comes out in the wash. But if you’re careful and alert, you can begi

Attribution is a major issue for retailers as they moved from siloed organizations to seamless experiences because they often have separate P&L for e-commerce and physical stores, essentially putting the two in competition for the same consumer dollar.