Attribution is becoming more difficult than ever, especially for eCommerce and DTC brands.
But I think there's a lesson DTC can (oddly enough) learn from the B2B ABM model.
Here’s what I'm thinking…
Perfect attribution in marketing (B2B or B2C) has always been a difficult (if not impossible) proposition.
Driving visitors through their buying journey, from Awareness to Conversion, requires multiple touchpoints (estimated 8 to 20 before a customer purchases) making the attribution of, especially early-stage, marketing efforts very difficult.
One recommended solution is a “blended attribution” model where you assign value to a combination of user events (views, clicks, visits, etc.) and look at the “big picture”.
I’m not opposed to the idea, but as a data-driven marketer, it scares the hell out of me.
There are too many variables at play and the analysis can be misunderstood.
But if perfect attribution can't exist and WE HAVE TO look at a blended model, then let's at least apply a SEGMENT-BASED MARKETING model (inspired by the B2B ABM model).
This way the blended data is only for specific customer segments/buying journeys, and not for the entire marketing ecosystem.
Gives me less anxiety.
What do you think?