Decoding Marketing Attribution: A Conversation with Megan Cameron, Director of Analytics and Marketing Intelligence at Ciceron.

In this recent video, we had the opportunity to chat with Megan Cameron, Director of Analytics and Marketing Intelligence at Ciceron, about the intricate world of marketing attribution. Megan brings a wealth of experience to the table, shedding light on the crucial steps marketers should take before diving into the vast sea of data.

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.

Full video post available here