I’ve talked about measurement’s unsolvable problem before. Attribution is quite impossible with all of the complex and untraceable connections between our offline and online lives.
That being said, there is still plenty you can do to reduce your attribution problem. While you won’t be able to give credit to each and every piece of marketing or activity that led someone to purchase your product or visit your site, you will be able to reduce a great deal of uncertainty. Continue reading
Education. Time. Budget. Resources. Foresight. Successful measurement and analysis is prone to numerous roadblocks. (What did I miss?)
The big upside to the four problems I named: in an ideal situation these problems can be solved: Continue reading
The last post I wrote received some thoughtful comments that were far more valuable than the actual post itself, IMO.
John Trader in particular made some really great points, including the thought below which is at the heart of many measurement problems:
“We are so focused on our silos that we tend to forget why we are doing what we do – increase sales and convert leads.”
Instead of focusing only on your own efforts and work, you have to focus on the big picture. At the end of the day, all of our jobs are to drive business outcomes like sales. No matter what tactics or channels you are using, you have to define what is working by what is eventually driving sales or other outcomes. Continue reading