Attribution is still a MESS | E73 with Tara Robertson

In this episode of Blame It On Marketing, hosts Emma and Ruta explore the challenges of marketing attribution with Tara Robertson. They share their own experiences with attribution, unpack the complexities of measurement, and highlight the importance of collaboration between sales and marketing teams. The conversation tackles the messy reality of attribution, emphasizing the need to better understand how marketing influences customer journeys. Their takeaway? Embrace the imperfections—attribution is rarely straightforward.

Key Takeaways:

- Attribution is often oversimplified and can mislead marketing decisions.
- The pressure to measure everything can stifle creativity in marketing.
- Sales and marketing teams should work collaboratively towards common goals.
- Understanding the customer journey is crucial for effective attribution.
- Self-reported attribution can provide valuable insights into customer behavior.
- Attribution tools can be helpful but should not be seen as a silver bullet.
- The ideal attribution setup varies by company and should focus on key touchpoints.
- Marketing should influence all types of opportunities, not just inbound leads.
- Leadership expectations around attribution can be challenging to navigate.
- Embracing the messiness of attribution can lead to better marketing strategies.