Decoding Marketing Attribution: A Conversation with Megan Cameron, Director of Analytics and Marketing Intelligence at Ciceron.December 16, 2023
Starting with the “Why”
Megan emphasizes the significance of starting with the “why” before immersing oneself in data. Understanding the end game of your campaign is paramount. What are you aiming to achieve? Once you have a clear goal, you can navigate the complex data landscape more effectively.
Setting Clear Targets
To turn good marketing into great stories, Megan highlights the importance of having clear targets. Connecting these targets back to what people genuinely care about is the secret sauce. It’s not just about the numbers; it’s about creating narratives that resonate with your audience.
Andrew’s Insights on Attribution Tools
Andrew Eklund, founder of Ciceron, shares insights from a recent meeting where Megan discussed new attribution tools. The focus is on weaving together disparate data points to paint a comprehensive picture of the marketing landscape.
The Before and After of Measurement
Before delving into data measurement, Megan stresses the necessity of defining what you’re trying to accomplish. Understanding the objectives of the campaign is crucial. Megan and Andrew highlight the importance of asking the right questions to uncover the true priorities.
Connecting Marketing to Business Objectives
Megan delves into the often-overlooked realm of business objectives. While metrics like CPM and CTR are valuable, connecting them to what matters to decision-makers is key. Megan advocates for understanding the objectives of decision-makers to craft compelling narratives.
In conclusion, Megan and Andrew agree that what’s good for the business is good for everyone involved. By aligning marketing efforts with clear goals and connecting them to business objectives, marketers can tell powerful stories that resonate with both clients and decision-makers.
Understanding the “why” is not just a prelude; it’s the essence of successful marketing attribution.