Where do your revenue really come from?
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker (1838-1922).
- You can’t trust ad platforms; Google, Facebook, Linkedin or some fourth platform to tell you the truth about your ads’ effects.
- You can’t trust search engines; Google, Bing, Yahoo, Yandex, DuckDuckGO to tell you the truth about your search traffic’s effects.
Knowing what practices and campaigns add to the profits of your company and what is a waste of money in the absence of better words is crucial for a business to realize.
Ask most advertisers and people responsible for growth about their attribution view. You’re likely to get as many responses as the people you ask. Sure, you want to be able to tie your campaigns and initiatives to the revenue generated at all times. However, you probably won’t be able to grasp all that contributed to making sales happen anytime soon.
What attribution can do, however, is to get you and the reliability of your data as close as possible to the facts. At the end of the day, you still need to add a pinch of intuition and gut instinct to your decision-making.
The aim should be to develop a data set that reflects a complete customer journey, and that you have sufficient confidence to act on it.
Some of the things that will be covered include:
- How to connect marketing and growth activities to revenue
- The common data flaws including multi-device challenges
- Attribution models and when to use which
- What tools, free and paid, can you use
- The difference between B2C and B2B attribution.
Steffen Hedebrandt – CRO and Co-founder, Dreamdata.io
Steffen works as Chief Revenue Officer and co-founder at Dreamdata.io. Steffen has vast experience in leading growth and marketing teams. He has seen and faced the challenges of attribution as you go from being a startup to a company with hundreds of employees and multiple activities and people involved in growth.