Marketing Attribution Best Practice Guide

An introduction to attribution platforms

Attribution platforms help businesses answer a range of questions about their audience, the performance of their campaigns and areas where channels may be underperforming.

They do this by applying statistical models to help marketers attribute the value that different customer touch points added to conversion. This is important because it empowers marketers to understand how tactics are performing and allocate their marketing budget towards the best-performing tactics. This translates to more effective marketing, more efficient marketing management and higher return on investment.

Marketing attribution helps businesses to learn more about the performance of campaigns and to understand the ROI marketing channels. It helps marketers to understand which customer touchpoints should get credit for a conversion.

Marketing attribution platforms are becoming an important tool for marketers. 54% of marketers surveyed for our State of Martech 2022/23 report are planning to add marketing analytics and attribution platforms to their stack in the next 12 months.

This guide contains:

• An overview of marketing attribution platforms, and what they can offer to marketers.
• Business use cases and key features to look for from marketing attribution platforms.
• Guidance on how to choose the right platform for your business and some practical tips to help you get the most from this technology.