5 Marketing Attribution Tips to Protect Your Business

04/19/2022

5 Marketing Attribution Tips to Protect Your Business

 

Privacy changes are disrupting marketing attribution, muddying accurate customer tracking and driving up the cost of new customer acquisition, all of which result in increased marketing spend. Here are the main attributors to this disruption:

 

Apple's iOS 14.5 tracking permission pop up

 

Apple's "Hide my email" feature

 

 

Google's Privacy Sandbox

 

 

US State Privacy Legislation Tracker 2022

 

Companies unwilling to address these changes are throwing marketing dollars into a proverbial blackhole. In order to avoid this, it is crucial for brands to future-proof their attribution and measurement. (For an informative eBook with details on how Apple, Google and other tech industry players are driving the demise of multi-touch attribution, click here).

 

Multi-Touch Attribution is Dead eBook cover

 

 

5 Marketing Attribution Tips to Protect Your Business

 

1. Stay informed on upcoming Google changes:

 

2. Assess your brand’s current state:

 

Taking stock of your brand’s current state regarding marketing attribution requires the identification of all measurement, processes, data and partners that touch or require tracking data. With the working assumption that future-proofing your measurement requires you move away from approaches that are being disrupted, it is essential to identify where your brand is vulnerable.

 

3. Hold your brand accountable:

 

As a brand moves toward future-proofing, it also needs to ensure the changes are permanent and the decisions (and decision processes) are updated to reflect the new measurement approach. Accountability is required to ensure that the previous approaches are no longer used. This requires active governance, leadership and persistent, ongoing participation of all involved. It is important to note that the analytic and data foundation must also evolve to support new measurement methods, systems and vendors.

 

4. Apply agile adaptation:

 

As privacy regulations and changes continue to evolve, so must your company’s approach to measurement. To ensure ongoing success, and importantly, not lose the drive for continuous improvement and innovation, agility is key.

 

OptiMine’s approach to agile adaptation is directly sourced from Agile Methodology used by technology companies to innovate faster, meet market opportunities in less time, and reduce failure risks. When applied to marketing measurement, agile test and measure sprints help the brand measure marketing changes and read performance quickly to provide a continuous feedback loop to drive improvement.

 

Adopting an agile approach requires OptiMine’s equally agile marketing measurement solution. For an educational guide with details on how to plan for data loss due to consumer privacy changes and how to adjust/adapt your marketing measurement for future-proof success, click here.

 

4 Ways to Future-Proof Your Marketing Measurement eBook cover

 

5. Start NOW:

 

Major privacy will continue to expand and Google’s upcoming change may have the biggest impact yet.

 

Privacy changes timeline

 

NOW is the time to implement a privacy-safe measurement capability.

 

A privacy-safe/future-proof measurement solution might seem like an oxymoron, but OptiMine does not use any PII, tracking, or consumer identity data—EVER. Therefore, OptiMine is completely unaffected by ALL of the current and upcoming privacy changes.

 

OptiMine is today’s solution, and the time to future-proof your marketing measurement is now. Contact us to learn more!

 

 

 

 


 

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