What is marketing attribution?

Marketing attribution is the way advertisers determine how marketing tactics—and subsequent customer interactions—contributed to sales, conversions, or other goals.

These marketing metrics are used to identify the channels and messages that inspire potential buyers to take action. The models consider various touchpoints in the marketing funnel and their impact on consumer behavior and conversions. This attribution can be achieved through solutions like Sizmek Ad Suite that serve as catalysts to measure and analyze these touchpoints along the customer journey.

Marketing tactics and corresponding customer touchpoints can range from social media channels to emails to paid search—and every digital marketing interaction in between. Using these models can be as simple as analyzing one touchpoint and as complex as considering the intersections of multiple touchpoints across the path to purchase. Either way, marketing funnel and customer journey modeling are incredibly important to return on investment (ROI), future strategy planning, and more.

Why do we need marketing attribution?

When it comes to marketing, knowledge is power—the more you can learn about your past results, the better you can plan your future tactics. Analyzing your current marketing objectives and taking subsequent marketing actions can create a ripple effect for your brand’s strategy. It helps ensure that every single past interaction is accounted for and considered when making future decisions. With so many marketing touchpoints to consider and an increasingly complex customer journey, it’s crucial that brands take a step back to review where they stand and how they may be able to optimize. But unsurprisingly, the sheer amount of reporting available can feel overwhelming.

That’s where marketing attribution comes in—it helps automate the evaluation process to ensure that you’re getting the most relevant and accurate metrics possible. These learnings will help enable you to make smarter, more efficient updates to your marketing team’s tactics and drive more optimization for your business.

The diverse nature of this information and the quantity of potential touchpoints makes marketing attribution even more important. The ability of analytical tools to pull factors from various sources means the learnings from this attribution paint the full picture of your marketing performance and audience behaviors. For example, some analytical tools can consider device type, order of exposure, and type of asset when analyzing marketing touchpoints.

One of the other most crucial aspects of marketing attribution is its ability to improve your ROI. It can reveal information that enables you to optimize marketing spend, and it can help improve remarketing efforts and relevance for audiences.