Emir and Obaid break down everything related to Attribution 2.0 and how marketers and leadership teams can adopt it to achieve more efficient revenue growth in these short 5 to 10 minute episodes.
Attribution is not only about proving ROI
Emir and Obaid go over why attribution is not only about proving ROI, why teams need to stop trying to give credit to single touchpoints, and why they should be trying to understand the collective impact of all their efforts instead.
The industry still relies on flawed attribution
Emir and Obaid talk about how most companies still incorrectly use attribution, how they attribute the wrong channels as revenue drivers, and their lack of investment in brand building due to it being harder to track.
Attribution is about collecting more data
Emir and Obaid talk about how the perfect attribution model doesn't exist, why self-reported attribution is a good, but limited start, and the need to collect more data to better understand complex buyer journeys.