What good is data if you don’t know where it came from? Without proper attribution, numbers are just noise.
The trouble with data attribution is that it’s getting harder to come by these days. Google plans to phase out third-party cookie trackers by the end of 2023. This makes it more challenging to tell where your customer data comes from.
The same is true for Apple, which has already done much of the work of blocking third-party cookies.
As a result, businesses have to do some fending on their own. Not only do they have to capture more of their own data, but they have to learn how to attribute it.
For context, data attribution is how you assign credit for customer conversions. When did an Internet user become a customer? Was it when they read an email newsletter? Found you on social media? Downloaded a webinar?
As it turns out, 75% of companies use a multi-touch attribution model to track the performance of their marketing. If you don’t know how to even attribute the data you have coming in, you’re at a major disadvantage vs. your competitors.
In this guide to data attribution and its uses and benefits, we’ll explore:
– The Benefits of Data Attribution
– The Challenges to Effective, Personalized Data Attribution
– How to Improve Data Attribution
In each section, we’ll tackle the specifics of the category to get a clearer look at why—and how—you can use data attribution to improve the personalization and performance of your marketing.