Good news! Google says if you're struggling with attribution, you're not alone. Here are some of its top tips for getting the credit you deserve.
Attribution is critical for digital marketers. Attribution is also very difficult. Maybe a coupon code email was the final nudge that pushed a consumer to a purchase, but what about the pre-roll ads, the tweets, and the numerous times she read customer reviews? Every journey to a purchase involves multiple experiences. So what is the process for determining who gets credit?
The good news is, according to Google, if you're struggling with attribution, you're not alone. Google's global analytics lead, Rachel Witalec, says, "Very few people are doing attribution well, and very few know how." But she also has numerous examples of people who are starting to get it.
We asked Rachel about what Google is doing to help companies with attribution. We also asked her for tips. Watch the clips below to start to make sense of your own attribution process.
Tip 1: Break down the silos
Tip 2: Simplify how you're working with your data
Tip 3: Think like a "smart-up"
Tip for getting your content seen: Measure as much as you plan
Rachel Witalec has been at Google since 2007 and currently works as the Global Google Analytics Lead. In her current role, Rachel works between the Sales and Product teams to commercialize features and help businesses use Google Analytics to better understand their customer funnels and incorporate their feedback into the product development process. She primarily focuses on proper measurement and attribution strategies to inform more efficient marketing decisions. Rachel works to evangelize the power of web analytics internally with Google account management teams and externally with clients of all sizes.
Prior to joining the Google Analytics team, Rachel worked as an Account Executive within the Financial Services industry. Rachel also serves on the Alumni Association Executive Board at the London School of Economics as Chair of the Communications Subcommittee.