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?