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#14: Your Obsession with Attribution Data Is Killing Your Marketing
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תוכן מסופק על ידי Strategic Branding Studios. כל תוכן הפודקאסטים כולל פרקים, גרפיקה ותיאורי פודקאסטים מועלים ומסופקים ישירות על ידי Strategic Branding Studios או שותף פלטפורמת הפודקאסט שלו. אם אתה מאמין שמישהו משתמש ביצירה שלך המוגנת בזכויות יוצרים ללא רשותך, אתה יכול לעקוב אחר התהליך המתואר כאן https://he.player.fm/legal.
This episode of The Marketing Water Cooler Podcast delivers a truth that you need to hear to move your marketing strategy forward: let go of your obsession with attribution data. Attribution models can give you some limited information about how your clients find you, but it doesn’t give you the whole picture. At worst, it can just be a distraction and may serve only to justify marketing expenses to the executive board.
Jeremy outlines where attribution modeling can play a role in your marketing strategy, and tackles the issue of how much trust we should actually put into attribution numbers. Listen out for Steph’s insightful question on how attribution modeling may change in the future due to forthcoming laws around online data privacy, and Jeremy’s advice on how to market your business outside of attribution models.
Stay tuned to The Marketing Water Cooler Podcast for more episodes on how to build a successful marketing strategy for your services business.
Timestamps
[0:15] You need to get over analyzing your attributions models
[1:09] Why people implement attribution models
[1:55] The challenge of attribution model data
[2:45] The question that most attribution models miss
[5:15] Attribution models don’t focus on impact
[6:25] Can we trust customers to self-report where they first found your business?
[8:45] A better way to get data from your clients
[10:25] Invest in the process of gathering data
[12:15] The CEO perspective on marketing
[13:50] You have to find a way to build consistent metrics
[16:45] What role is your attribution model playing in your business?
[18:00] The interaction between privacy rules and passive attribution marketing
[20:10] Invest in communities as a long-term marketing strategy
[21:35] Position yourself as a peer
[23:10] Specificity matters
Links
Strategic Branding Studios website
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