I am a measurement geek. I get great joy from analyzing data, measuring customer behavior, and assessing marketing campaigns. It’s something that I’ve done for years, across different organizations, agencies, and service providers. And that’s why I’m so interested in attribution measurement — it’s a data geek’s dream. Connecting data and unveiling the dimensions of customer behavior and interaction paths is fascinating; it provides an enormous amount of information about customers and prospects, their preferences, and how they want to interact with a brand.
However, attribution measurement requires more than just analyzing data. It requires coordination of lots of moving parts. Data needs to be connected; technologies need to communicate with each other; resources need to work together; and organizations need to agree on metrics and analysis standards. It’s not an easy task. And speaking from experience, attribution measurement is a long, complex journey.
My most recent report, “Are You Ready For Cross-Channel Attribution?,” enables organizations to score their attribution maturity across six core component areas: strategy, organization and resources, technology, data, analytics, and optimization. Once an organization tallies up its scores in each area, it can determine where it falls on the attribution maturity spectrum: novice, intermediate, proficient, or expert. This framework allows organizations to pinpoint their attribution strengths and determine attribution gaps. Also, the framework provides organizations with specific recommendations on what attribution-related tasks they need to focus on to become experts.
Attribution is not a one-time measurement project that requires menial attention from a CI analyst. It demands a significant amount of time and resource shifts in measurement and insights. I encourage all CI professionals to take the attribution maturity assessment before embarking on this complex measurement journey. It will provide clarity and insight as to where your organization needs to invest. Good luck!