Best Practice Report

Tactic Attribution: Applying Practical Alternatives

Jan 01, 2018

Summary

B2B marketing organizations often attempt to attribute revenue results to individual marketing tactics. To avoid the shortcomings of tactic attribution, use approaches that specifically address marketing objectives and measurement challenges. Ensure that the right targets are set, useful analysis is applied and actionable steps are developed.

Many B2B marketers use tactic attribution — assigning a revenue value to marketing tactics by attributing successful deals to them — as a cure-all for marketing problems and challenges. Although it’s touted as a universal method for understanding marketing effectiveness, tactic attribution has intrinsic shortcomings that can distort reality and impair marketing planning (see Voodoo Analytics: Tactic Attribution). In this report, we describe three areas where tactic attribution models are commonly applied, and provide practical alternatives for each area.

Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
  • Stay ahead of changing market and customer dynamics with the latest insights.
  • Partner with expert analysts to make progress on your top initiatives.
  • Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).