Every marketer has been talking about – or at least thinking hard about – sales attribution.
If we’re honest, we can admit that while digital efforts are radically measurable, they still haven’t helped most marketers determine the return on investment of our advertising and marketing budgets.
In fact, a recent eMarketer article says that nearly 40% of marketers don’t have any attribution model in place.
In my opinion, which I discuss in more depth in a Puget Sound Business Journal article, the key is to build an enterprise-wide approach to attribution. Responsibility falls on C-level executives, because that’s the only way to break up the silos and take ownership.