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Over-reliance on digital attribution has been a growing concern of marketing measurement and effectiveness experts for some time.
This type of digital attribution, using only ad clicks or views for attributing sales is now more flawed than it ever has been. Brands of all sizes have famously over-invested in performance marketing at the expense of brand-led, above-the-line advertising on mediums which are comparatively more difficult to track, or have a longer lag associated with the resulting sales.
As marketers, we need to work harder and smarter to better understand the true impact of our marketing efforts, including the impacts and synergies between channels. This is, of course, easier said than done.
Over-reliance on digital attribution has been a growing concern of marketing measurement and effectiveness experts for some time.
This type of digital attribution, using only ad clicks or views for attributing sales is now more flawed than it ever has been. Brands of all sizes have famously over-invested in performance marketing at the expense of brand-led, above-the-line advertising on mediums which are comparatively more difficult to track, or have a longer lag associated with the resulting sales.
As marketers, we need to work harder and smarter to better understand the true impact of our marketing efforts, including the impacts and synergies between channels. This is, of course, easier said than done.
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