A number of years ago, the New England Direct Marketing Association invited me to speak about marketing metrics and which ones were important to track. Back then, consumers were just starting to research and buy products online. Large amounts of available data was starting to inundate marketers and since I worked at a business intelligence company, they wanted to hear my thoughts.
Marketing attribution is the science of measuring whether a marketing activity is successful. In a survey conducted by Forrester Research, 50% of the respondents said measurement remains the hardest part of marketing. Additionally, 51% are dissatisfied with how they measure marketing ROI.