Implementing a marketing attribution program is a project that doesn’t work in a “fill-it-shut-it-forget-it” fashion. It’s more like cooking a great sauce, where each ingredient adds to the flavor and the longer it simmers, the better it tastes.
Attribution is a continuous investment with an opportunity to improve in an on-going manner. Investing in the right attribution platform is just the starting point. What should you do next to make the most of your attribution solution?
In this blog post, we discuss the five key ingredients of success that will help you reap the maximum benefit from your investment in marketing attribution.
1. Include all channels
Bringing all channels into the platform—owned, paid and earned—is a key requirement for analyzing results and deriving insights about what is working for you. Whether you bring the channels, campaigns or vendors in one-shot or use a phased approach, the end goal is always to include each and every piece of marketing and media investment you have. It is also equally important to bring in all sub-tactics such as a new vendor, platform or theme that you are testing in the market. Bringing them in early not only helps you optimize within and across channels, but also build the required dataset for accurate results.
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