For as long as I can remember, measuring the performance of your marketing activities has been an essential part of a company’s strategy. From educated guesses to circulation studies, traditional media evaluation was always a tough nut to crack. With the dawn of the digital era, you were suddenly able to actually count the clicks to a website or likes on a social page. Now that would make life easier, surely?
The attribution challenge
With the rise of multiple platforms, devices and channels, digital media looks as if it’s actually had the opposite effect and the attribution challenge has become ever more complicated. And so it seems that the quote by the father of modern advertising back in the early 1900’s may apply more than ever…
Half the money I spend on advertising is wasted, the trouble is I don’t know which half.
John Wannamaker, marketing pioneer
In today’s digital world where we are anticipating the number of ‘internet of things’ connected devices to triple to over 38 billion units by 2020, this is a challenge that is unlikely to go away any time soon.
Win a Christmas Hamper
We’re running a short survey about marketing attribution and we would really appreciate your help in getting a better understanding of how much of an issue this is for marketing professionals.
It is a short survey and should only take 3 or 4 minutes to complete. Enter before midnight on Monday 14 December 2015 and we will enter you into a prize draw to win a magnificent Christmas Hamper.
Image source: Fortnum & Mason
survey for full terms and conditions. We will also share the results with everyone who takes part, which will include our recommendations on how to improve your attribution measurement to avoid too much “unattributed” data.
Thank you in advance for your time, and can we also ask you to share the survey among your peers so we can reach as many marketing professionals as possible.