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All attribution models are wrong. Some are useful. 🤣

@Swarnendu Dutta - Interesting question because I feel all attribution tells is what you want to confirm. We use conversion analysis from Ad interface + our own first touch and multi touch report (h/t to factors.ai)

For marketers paid attribution data is always a challenge. Especially if your sales cycles are long/ yours is a mid-market or enterprise product that involves multiple stakeholders from the same company. Firstly understand the customer journey and then work on an attribution model that will help you to interpret the revenue analytics. Apart from GA and Hubspot data. Tools like Dreamdata and Factors.ai helps you understand the journey and revenue analytics.

+1 for Factors.ai

Factors.ai have their own community 😛

lol didn't know that @Shaf

Interestingly, marketers use attribution to prove their worth to the management. If the marketing ROI is not questioned, the attribution//marketing analytics tools don't have much use. Here Casey Winter makes the case for why marketing analytics is bad business - https://caseyaccidental.com/marketing-analytics

We'll add the founder in sometime.. We want to make sure this is a safe place where marketers can speak their mind..once we know how to add external folks while keeping that theme alive.. we'll do it

@Shaf - true. If Marketers did not have the pressure of proving themselves, then attribution would not be added. It would then come to one pipeline with cost (across)

I had recently come across a poll in LinkedIn where marketing owns around 40-60% of the revenue target. As a result, there is greater focus on marketing attribution and ROI. And paid channels are important. Money & time is being spent. The fact is that there is a distrust or low confidence in paid data comes from: 1. The tracking setup is wrong or have issues 2. Teams across don't agree upon the attribution model 3. Lack of documentation around reporting From what I understand these are simple but essential points to take care of before scaling up mainly from a pre-seed to series A/B pov. Any other foundational points which I missed here?

No 3 is by far the most common

doing the job for sales sans commissions

Its 100% true @Swarnendu Dutta Also the data we gather is not properly migrated in to BI to analyse that full potential.

I feel, marketing attribution is closer to reality when we talk about self-serve or small ticket digital businesses. As the deal sizes increase, there are a lot of things that come under “marketing” and attributing a lot of intangible things is impossible, There is more to marketing than just the digital funnels. Things like - product, brand reputation, customer support. onboarding documentation, your 3rd party vendor reviews and ratings, recall etc etc. And most of the marketers do not want to talk about it if the attribution model is telling a positive story but these all are very well brought out when things are negative 🙂 (All the marketers might end up hating me for this post) - but learnt this the hard way after failing to build a marketing attribution software company and building a decent enough product.

You tell me https://s11s.slack.com/archives/C02UPC0JKAQ/p1643026980015900?thread_ts=1642671804.030500&cid=C02UPC0JKAQ

This is truly the biggest annoyance - worst part is all the parties will be cribbing - no steps would be taken towards solving it. I don't think there is a perfect solution. Right?

Hi All, Will add my few cents from my experience. Actually Attribution is a negative term. Kind of showcases the feature as a way of proving the work done by marketing/who to assign credit etc. Secondly, how many ever touch points you integrate and get in data from, there is dark social tocuhpoints which will never get captured.