Marketing Operators E001: A Deep Dive into attribution and measurement
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Apr 2, 2024 The podcast delves into the importance of attribution and measurement in marketing, discussing challenges faced, the value of post-purchase surveys, and the role of incrementality. It challenges misconceptions about channel CAC, explores scaling channels and objectives, and emphasizes the need for consistency in measuring performance across different digital channels.
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Clicks Undervalue Upper Funnel
- Click-based attribution undervalues upper-funnel channels and non-click exposures.
- Relying only on click metrics can plateau growth by underfunding discovery channels like YouTube or TV.
Pick One Attribution Window
- Be consistent with your attribution window (many use one-day click) so reports remain comparable.
- Use longer windows selectively to validate longer consideration purchases and creative tests.
Adjust Post-Purchase Surveys For Response Rate
- Use post-purchase surveys to estimate non-click channel contribution by adjusting for response rate.
- Divide self-reported revenue by response rate to approximate true revenue attributed to that channel.