The Myth of Attribution | Marketing Technology

There is an alternative but it’s quite complex. Predictive analytics can observe sales behavior across all mediums and strategies and as you make adjustments, it can begin to correlate the relevant activity to the overall sales. These engines can then predict how lowering or raising budget or activity in a certain marketing strategy will impact the overall bottom line.

As you’re looking to your marketing efforts, it’s imperative that you recognize that even marketing that doesn’t have a directly attributed conversion has an overall impact in the customer’s decision-making process. And the impact is well-beyond our marketing efforts – the entire experience of a prospect contributes to the journey.


B2B Marketing Attribution = Holy Grail. We’ve supported this approach: model out past successes and score components accordingly. 

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