Randy Erdahl

Randy Erdahl
Attributing Revenue from Unknown Sources

Most companies these days market to customers via a multitude of media and campaigns. For many of these multichannel marketers, customers can potentially place orders from two or three strong channels: phone, Web and retail. On top of that, there often are several marketing campaigns still active at the purchase date. The challenge is attributing the revenue to the marketing campaign that triggered the purchase. Which marketing campaign/channel gets credit for the sale? Why is it so challenging? • Every business has multiple marketing campaigns and purchasing channels that overlap, thus confusing the attribution process. • Every business prioritizes a simple, easy ordering process