The Messy Truth About Marketing Attribution: A Practical Guide for Marketers | E73

Welcome to the wild world of marketing attribution—a topic that can spark debates, confusion, and occasionally, a bit of existential dread among marketers. Fortunately, we’re going to dive into the nuances of this subject with insights shared by Tara from Chili Piper during her recent chat on the Blame It On Marketing podcast. If you’re looking for a silver bullet in attribution, you might want to look elsewhere. But if embracing the mess sounds like your kind of jam, keep reading.

The Pendulum Swing of Attribution

Tara, with over three years at Chili Piper under her belt, notes a trend that many marketers recognize: the ever-swinging pendulum of attribution importance. She observes, “When times are good, people are lax on attribution, saying, ‘Don’t worry about measuring anything.’ But when things tighten up, suddenly it’s about measuring every single touch point.” Tara suggests that understanding this fluctuation can help marketers better navigate their strategies and resource allocation.

Attribution: Not a Silver Bullet

Here’s the crux that many seasoned marketers will nod along to: attribution is often pitched as a cure-all, but it’s far from it. Ruta aptly states, “If you know how your pipeline is attributed, it means you're going to be able to go out and get more of it and blah, blah, blah. It doesn’t really work like that.” For B2B companies, the journey is complex, varied, and dare we say, messy. It’s about guiding your strategy with the data you can gather without being enslaved to it.

Embracing the Mess

Both Tara and Ruta emphasize the importance of accepting the chaos inherent in marketing attribution. Tara discusses the role of self-reported attribution and anecdotal data, explaining that “having both...helps fill in some of those gaps or some of that gray area.” It’s about recognizing that linear paths are rare, and customer journeys are more like a tangled web than a straight line.

The Role of Tools and Data

When it comes to attribution tools, Tara cautions against viewing them as a quick fix. She shares her experience with attribution tool Visible, noting, “We thought it would be the silver bullet...it’s much more complicated than that.” Instead, the approach is to use tools to complement your understanding rather than dictate it. As Emma points out, “You can collect all of this marketing data and use it to suit your own narrative,” so stay cautious and honest.

Collaboration Over Competition

Marketing and sales alignment is another recurring theme. The old tug-of-war over leads should be replaced with collaboration, which Tara and Ruta both advocate for. Tara states, “Marketing should enhance every interaction, whether sales- or marketing-driven.” By bringing marketing and sales teams closer together, you can maximize effectiveness and reduce friction.

Tackling Leadership's Expectations

For marketers dealing with leadership fixated on rigid attribution, Tara advises deciphering their true intent. “Sometimes leadership's idea of attribution is more about competitiveness or fear rather than data itself,” she notes. Communicating the broader picture and providing examples of customer journeys can help shift the conversation from linear expectations to appreciative understanding of the process’s complexity.

Final Thoughts

So, where do we land on attribution? It’s messy, but that’s okay. In the world of marketing, it’s more about embracing imperfections, encouraging cross-department collaboration, and using data as a guide rather than a crutch. As the Blame It On Marketing team advocates, a better approach might be, “Messier the better.” It’s not about finding the perfect path but carving a practical one that suits your unique business needs.