Quality content creation and website development are both time consuming and creatively involved endeavors. You can spend hours tweaking verbiage and layouts just to get that perfectly eye-catching page built out.
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.
Whatever product or service your company provides, it should solve a problem for your customers. Problem solving is the basis for all consumer interactions.
Sometimes the problem can be minor, even trivial - “I’m thirsty and tired!” Three guys from Seattle came up with a solution to this problem, and in 2015 they made almost 3 billion dollars solving it.
You might be using their solution right now, but even if you’re not you certainly know its name - Starbucks.