I have yet to meet the first marketer telling me they have solved marketing attribution. Sure, plenty of talks throwing around keywords such as multi touch attributionand numerous blog posts about how important marketing attribution is.
While everyone knows that prospects need multiple touch points to get them to buy your product I’ve always felt that reporting on those different touch points hasn’t been solved yet. And I am not alone:
Here is a list of things that would help understand and improve our marketing campaigns when it comes to attribution:
As a techie I never saw this as a technical challenge. If you are already using segment you are sending the data somewhere allowing companies like hubspot, google analytics or other vendors to associate those pageviews to a user or account.
There are a the most important solutions out there that are trying to solving multi-touch marketing attribution:
So there are companies offering solutions for this but they all were either too enterpricey (request a demo), too hard to explain how it works, filled with buzzwords (i really don’t need AI for this) or would not work with segment requiring you to load more trackers.
Looking at the segment integration catalog there is a list of software vendors in the attribution category but 80% of those are not solving marketing attribution.
In the next posts (starting tomorrow), I will be writing about my attempt to leverage existing segment data and solve marketing attribution for us.
The overall idea is:
It’s an experiment to see how much code I need to write to solve this.
See you tomorrow!