Your Attribution Model is All Wrong!

June 01, 2017 by BizTraffic Team

Knowing if your advertising or marketing campaigns are successful or not has been a struggle since long before John Wanamaker quipped about it over 100 years ago.

With no direct way to tie increased sales to a specific campaign, attribution was difficult at best.

Here’s how attribution used to work:

  • You run an advertising campaign
    • If sales go up, the campaign worked. ROI is assigned based on the increase in sales.
    • If sales remain flat or drop, the campaign didn’t work and you fire your ad agency.
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Filed Under: Content Marketing, roi, marketing metrics, attribution, google analytics