A digital marketer’s guide to attribution
Confused about which channels are bringing you customers? You’re not alone. Tracking and analyzing data differ by organization. Consider these approaches.
To succeed under data’s umbrella, marketers should first understand the key difference between analytics and attribution.
From Think with Google:
Analytics help you understand your customers’ experience. Attribution informs your marketing mix. For [organizations] with multiple digital—and offline—marketing channels as well as cross-device campaigns and purchase paths, it’s not about choosing one capability over the other; it’s about both working together.
Measurement conversion group Convertro defines attribution as “the science of determining what media [platforms] are driving purchases.”
How attribution fits with marketing strategies
Tracking, touchpoints, consumer influence—what do they all mean, and how will they affect a brand’s success?
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
