Tactic Attribution: Applying Practical Alternatives

January 1st, 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.

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