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.