Moving data-driven attribution & how to overcome it

1. Define success. Is your company ready to move to data-driven attribution for all of your channels, or do you need to start with a smaller objective? Your first goal could be to optimize a set of your digital channels—such as search, display, and video—together using the new cross-channel results. As your business gains experience and confidence with attribution, you can bring more channels into the mix. You should also be prepared to update all of your reporting, especially at the executive level. Again, there is value in starting small and working toward using attribution data everywhere you report on sales or conversions.
2. Connect attribution results to business results. Does your CMO and CEO understand how the marketing activities you’re measuring with attribution impact metrics they care about? You should be able to draw a direct line from attribution results to business measures like sales and profit. When it’s clear that attribution matters to the success of your business, it’s easier to make the cross-team changes that are required.
3. Align incentives. Different teams might be measured or compensated on conflicting metrics. Every marketing team doesn't need to have the exact same goals, but everyone should be working toward objectives that complement each other. For example, you may want your video team to increase reach, but not at the expense of downstream conversions. Attribution will help you determine how each channel is driving sales so you can more accurately reward activities that have a meaningful impact.
4. Build a process for taking action. Insights aren’t valuable if they don’t help you grow your business. Some changes will be easy: You should expect your attribution solution to automatically connect to your programmatic buying tools for automated bidding. Other improvements will require cross-team collaboration. Create a regular process to analyze attribution results, share the insights with stakeholders, and task leaders to implement changes.

Culled from #ThinkwithGoogle