Marketing is a messy business.
Scott Brinker ‘s annual marketing technology landscape ‘supergraphic’ is an incredible image. It reveals the breathtaking scope of technologies, tools, platforms, and applications used by marketers today, representing some 1,876 vendors – nearly double the amount from just a year ago.
That’s a whole lot of tech.
And even if your marketing organization doesn’t employ hundreds of tools – most teams use upwards of thirty – it’s important to note that each tool used creates a disconnected puddle of data. So the more tech you use, the more difficult it is to create a clear picture about what’s really driving revenue.
Here’s the thing: the fragmentation of marketing at the application layer is just the tip of the iceberg. The biggest gaps in your marketing landscape lie in the massive disconnects between different marketing apps, platforms, and channels.
How Fragmentation Hurts Attribution
With all the noise that’s made about the dominance of online channels, you’d expect offline activity to be just a small part of the overall retail landscape. In fact, 90% of retail sales in the U.S. take place in-store. And many other industries see offline activity as a significant part of every customer journey.
The trouble is, most attribution models fail to account for a huge number of offline customer interactions: when they’re in your branch or store, talking to your customer service agents, and meeting your people at live events.
It’s a crucial division between online and offline data, and it’s a fly in the ointment of any attribution model that presumes it’s relying on a complete view of their marketing activities.
Taking the Blinders Off Your Attribution Models
So if the world you’re marketing to is a splintered nightmare and the data you’re relying on is a fragmented mess, how do you build an attribution model you can trust?
The key is to connect online and offline data at the data layer. That way, no matter how many applications your teams use, and no matter how many channels your customers consume, there’s always a cohesive view of your marketing activities.
The only way to effectively measure a fragmented view of the market is to connect everything you know about that market.
It’s why so many marketers are turning to data onboarding – the only way to connect online activity and offline data. We’ve even written a short eBook all about it to help you plug the gaping holes in your attribution models.
It’s a short read about a huge opportunity. Read it now.