Marketing campaigns need to be tracked effectively to inform business strategies, so organizations can make improvements to yield better results. Without correct marketing measurement and attribution, strategy and decisions are a guessing game.
Technology plays a significant role in measurement and attribution methods due to the complexity of today's marketing initiatives. A combination of models and the correlation of each data is necessary for marketers to determine the best optimizations for online and offline campaigns. Doing this requires a powerful analytics platform, though many marketers have been disillusioned with these platforms before. Marketers who find the right platform providing in-campaign insights into online and offline marketing optimizations gain a distinct advantage over their competitors.
Accurate measurement and attribution require high-quality data. In an era when the incremental impact is becoming more important to brands, even minor data errors can have major consequences. Thus, marketers pay more attention to data quality to obtain a complete and accurate picture of their customers.
As much as data and technology are emphasized, it's important to remember that the audience is primarily humans. While data is crucial, it only plays a small role in solving the problem. Panels and surveys continue to be enhanced by artificial intelligence and related technologies. However, even with these exciting developments, human observation and insight remain critical to decision-making; just as in other fields, it is expected that blending human and machine intelligence will produce the best results.
In this edition, our aim is to provide readers with insights into current marketing attribution solutions and the innovations taking place in this sector.
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