To perform great marketing, ideally, we would have perfect data on the humans that interact with our marketing touch points. Unfortunately, when it comes to traditional offline marketing (TV Ads, a Billboard, etc.) we’re guestimating most of the time. Especially when we’re trying to actually attribute credits toward specific billboards and specific tv-ads at specific air times.
A lot of marketers assume that online marketing gives us perfect data about our campaigns and how potential customers interact with them. This is what we would like to be true. It’s also what most analytics and advertising technology vendors want us to believe.
It is not uncommon to see analysts performing advanced channel attribution analysis based on a standard web analytics dataset. They take all available data at face value and assume that the metric “Users” actually refers to “human users.” Potentially huge mistake, especially when the analysis goes up the chain and the context of the collected data gets lost along the way.
What we need is to have full insights in the entire customer journey that spans multiple devices and uses multiple marketing channels before it converts into a client. Why don’t we have that?