Understanding Your Measurements | MOPs Notes | 3-6-24

Revenue Growth Architects | 5 Major Differences Between Funnel Metrics and Multi-Touch Attribution | Crissy Saunders , Charlie Saunders & Xander Broeffle ?

• Funnel is volume and velocity, while attribution is the influence
• Funnel metrics help identify bottlenecks and leaks as well as reverse engineering revenue goals
• By using single source attribution, you can identify tipping points (also known as single source attributions that directly led to a particular outcome)
• Multi-touch attribution can help you understand demand creation throughout the buyer journey
• Xander calls out the biases of each measurement style to be mindful of?
• Despite having biases, the models complement each other and help you see the whole picture when applied together
• It is generally more difficult for marketers to establish funnel metrics, while setting up multi-touch marketing can be relatively simple
• In contrast, funnel metrics are generally easier to analyze, and MT attribution poses a more significant challenge due to inflationary risks
• Must have:?Funnel, by unanimous decision?
• [15 min] https://www.cs2marketing.com/revenue-growth-architects/5-major-differences-between-funnel-metrics-and-multi-touch-attribution?