Voodoo Analytics: Tactic Attribution

January 1st, 2018

Summary

The appeal of tactic attribution is its promise to match pipeline or revenue contribution to specific marketing tactics. Marketers should be aware of the limitations of tactic attribution, especially when using the analysis to allocate their tactical investments. Instead of trying to isolate the impact of individual tactics, apply a holistic touch analysis to identify the “arc of activity” common to successful deals.

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