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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Start With Business KPIs
- Measurement should start with business KPIs like revenue and contribution margin, not platform metrics.
- Attribution then maps marketing channels to those business outcomes so you can compare channels meaningfully.
Triangulate Measurement Methods
- No single measurement system is perfect; combine attribution, experiments, and media-mix modeling.
- Triangulate across methods to build confidence and avoid overreliance on one data source.
Set MER And Contribution Targets
- Define MER and revenue goals that ladder up to an EBITDA or contribution margin target.
- Use those targets for day-to-day pacing and media decisions rather than platform-reported metrics alone.