Three Must-Have Capabilities for Your Attribution Solution

Experienced marketing technologists understand that martech is not as simple as pressing a "magic button". High-quality data is the foundation for successful and scalable attribution. Companies should look out for technology constraints when deploying an attribution solution to ensure it works with their systems, data, and processes.

Attribution models provide insight into how different campaigns affect different market segments. Companies should deploy multiple models to answer different questions for different stakeholders. They should also look for a solution that offers flexibility to present the data in the most straightforward way to each stakeholder.

Attribution should not be used as a tool to argue with Sales about who should get the credit for business. Companies should look for an attribution solution that can scale with them as their use of attribution analysis becomes more widespread within the organization.