Marketing Attribution Mistake #4: Neglecting Non-Marketing Factors

neglecting non-marketing factors graphic

If you’ve been following along with OptiMine’s blog series about the top marketing attribution mistakes, you’ll know we have made it to Attribution Mistake #4: “Neglecting Non-Marketing Factors.”


Did you know that in most cases, a vast majority of a brand’s sales performance actually has little or nothing to do with marketing? Here are some other factors that can all play a role in driving significant swings in revenue and/or conversions:


     1. Seasonality


     2. Category momentum


     3. Economic factors


     4. Competition


     5. Location


     6. Weather


     7. Long-term brand equity


Because of these factors, when a marketing attribution solution doesn’t account for these, the measurement “answer” for actual marketing campaigns is likely to be wrong. Almost every single MTA solution fails to account for non-marketing factors and are known for mis-stating digital campaign performance. And when “unified” vendors turn to marketing mix models to try to fix this gap, they create more conflicting answers, issues and new gaps. Only a solution like OptiMine accounts for these factors AND provides detailed and accurate marketing campaign measures. Plus, getting marketing measurement right has never been more important.




Continue to check back often as we keep exploring each of the Top 5 Marketing Attribution Mistakes, or feel free to skip ahead & download the full guide now: