Skip to main content
Mobile
  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations
HS Talks HS Talks
Subjects  
Search
  • Notifications
    Notifications

    No current notifications.

  • User
    Welcome Guest
    You have Limited Access The Business & Management Collection
    Login
    Get Assistance
    Login
    Forgot your password?
    Login via your organisation
    Login via Organisation
    Get Assistance
Finance, Accounting & Economics
Global Business Management
Management, Leadership & Organisation
Marketing & Sales
Strategy
Technology & Operations
Practice paper

Attribution done right: How to prove the real value of marketing

Moni Oloyede
Applied Marketing Analytics: The Peer-Reviewed Journal, 8 (2), 160-166 (2022)
https://doi.org/10.69554/UTOV3033

Abstract

Marketing attribution models are used by businesses to keep the marketing department accountable for the expenditure and the resources they use, as marketing is often seen as a cost centre within many organisations. Marketers implement marketing attribution models for two purposes. Firstly, to justify the money spent on marketing campaigns and activities, and secondly, to identify which marketing channels and tactics produce the desired results or outcomes. However, marketing departments continually struggle to use marketing attribution models to justify expenditure or show results. The most common reasons many marketers struggle to implement attribution models are issues with data integrity, lack of knowledge around how to effectively use marketing attribution tools and the sheer complexity of the buyer's journey. In this paper, it is argued that the actual problem lies in how marketers perceive the use of attribution reporting. Furthermore, it is posited that those reasons are just symptoms of a larger problem with marketers' approach to marketing attribution. If marketers want to use attribution successfully then they need to change the purpose of their attribution models to focus on customer metrics and not business outcomes. Nearly all marketing attribution focuses on return on investment as a desired outcome; however ROI is a business outcome, not a customer metric. Focusing on customer metrics such as brand awareness, brand engagement and churn rate will provide marketers with the informed outcomes they desire. The ability to gain insight from an attribution model comes from establishing the goal of the attribution model and then aligning the proper marketing metrics to the desired outcome.

Keywords: marketing technology; marketing automation; business analytics; marketing attribution; dashboards and reporting; omni channel marketing; digital marketing

The full article is available to subscribers to the journal.

Already a subscriber? Login or review other options.

Author's Biography

Moni Oloyede marketing operations and technology expert with over 15 years of digital marketing experience. She has a Master's degree in Marketing from Johns Hopkins Carey Business School. She has a proven track record in developing successful integrated marketing campaigns, through establishing digital presence via SEO/SEM, demand generation and website optimisation.

Citation

Oloyede, Moni (2022, October 1). Attribution done right: How to prove the real value of marketing. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 2. https://doi.org/10.69554/UTOV3033.

Options

  • Download PDF
  • Share this page
    Share This Article
    Messaging
    • Outlook
    • Gmail
    • Yahoo!
    • WhatsApp
    Social
    • Facebook
    • X
    • LinkedIn
    • VKontakte
    Permalink
cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 8 / Issue 2
© Henry Stewart
Publications LLP

The Business & Management Collection

  • ISSN: 2059-7177
  • Contact Us
  • Request Free Trial
  • Recommend to Your Librarian
  • Subscription Information
  • Match Content
  • Share This Collection
  • Embed Options
  • View Quick Start Guide
  • Accessibility

Categories

  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations

Librarian Information

  • General Information
  • MARC Records
  • Discovery Services
  • Onsite & Offsite Access
  • Federated (Shibboleth) Access
  • Usage Statistics
  • Promotional Materials
  • Testimonials

About Us

  • About HSTalks
  • Editors
  • Contact Information
  • About the Journals

HSTalks Home

Follow Us On:

HS Talks
  • Site Requirements
  • Copyright & Permissions
  • Terms
  • Privacy
  • Sitemap
© Copyright Henry Stewart Talks Ltd

Personal Account Required

To use this function, you need to be signed in with a personal account.

If you already have a personal account, please login here.

Otherwise you may sign up now for a personal account.

HS Talks

Cookies and Privacy

We use cookies, and similar tools, to improve the way this site functions, to track browsing patterns and enable marketing. For more information read our cookie policy and privacy policy.

Cookie Settings

How Cookies Are Used

Cookies are of the following types:

  • Essential to make the site function.
  • Used to analyse and improve visitor experience.

For more information see our Cookie Policy.

Some types of cookies can be disabled by you but doing so may adversely affect functionality. Please see below:

(always on)

If you block these cookies or set alerts in your browser parts of the website will not work.

Cookies that provide enhanced functionality and personalisation. If not allowed functionality may be impaired.

Cookies that count and track visits and on website activity enabling us to organise the website to optimise the experience of users. They may be blocked without immediate adverse effect.