HomeResearch Articles Voodoo Analytics: Tactic Attribution

Voodoo Analytics: Tactic Attribution

  • The appeal of tactic attribution is its promise to match pipeline or revenue contribution to specific marketing tactics
  • Marketers should be aware of the limitations of tactic attribution, especially when using the analysis to allocate their tactical investments
  • Instead of trying to isolate the impact of individual tactics, apply a holistic touch analysis to identify the "arc of activity" common to successful deals

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