RV180 - Achieving Objective Attribution Measurement | Attribution Nation
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The Challenge of Bottoms Up Reporting in Marketing
In marketing departments, a challenge arises when different teams like events, digital, PR, social media, and brand teams strive to defend and increase their budgets. This leads to a bias in showcasing success rather than failures, with each team trying to claim credit for the same revenue dollar, resulting in budget and investment bloat. The use of multiple attribution models has exacerbated the issue, making it difficult for CMOs to track the effectiveness of investments. The solution proposed involves implementing both tops down and bottoms up models - with tops down for strategic decisions and bottoms up for tactical optimizations, providing clarity and efficiency in evaluating marketing investments.
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