Breaking Down the Issues With Multi-Touch Attribution Reporting

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Multi-touch attribution gets a lot of attention from marketing teams, but how much of it is necessary?

For all of the hype around attribution models and technologies, Scott Stouffer argues that focus could be better spent on more productive activities. Join Scott in The Data Room as he explores the issues with multi-touch attribution reporting:

  • Reviewing the three goals of multi-touch attribution reporting (and which one is destructive to companies) (1:34)
  • Explaining why it’s almost impossible to truly measure marketing influence (3:02)
  • The problems with multi-touch attribution with a longer sales cycles (5:55)
  • Introducing concept of multi-cycle attribution and how it can be more reflective of the true sales cycle (12:40)
 
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Podcast: The Data Room
The Data Room

Written by The Data Room

Have 15 minutes to spare? 5x CEO, 3x Founder Scott Stouffer is here to answer ONE big question that will help B2B CEOs, CROs, or revenue leaders build a more effective, efficient Go-to-Market engine. Subscribe to The Data Room on Spotify or Apple Podcasts.

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