Karren Madson

Karren Madson
The Problem With Channel Attribution: Developing Marketing Metrics for Future Spend and Budget Allocation

Consumers today interact with brands in a variety of ways and channels. With an abundance of touchpoints, how can marketers accurately attribute leads and conversions? Attribution is the method by which sales revenue is tied back to various marketing initiatives. This often drives marketing metrics and enables future spend and budget allocation. Ideally, revenue dollars should only be counted once and linked to the appropriate marketing expenses to calculate an accurate ROI.