4 steps to ROI-positive marketing attribution in 90 days

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Your marketing attribution solution should have positive ROI and start paying for itself within 90 days of implementation.

This goal is both strategic and tactical. At a high level, you want to justify the cost of the system as soon as possible so that there is no question about value. From the marketing practitioner to the CMO, it needs to be clear early on what the platform is doing, and why it’s doing it; marketers also need to demonstrate that the system is working and has everything required to keep working.

Tactically, it’s important to harness the honeymoon period after the system is live. When you hit the ground running, you take advantage of people’s time and attention, thus cementing the value. If you miss that window, it’s hard to get it back.

While it may seem challenging, this goal is also realistic. Here’s what it takes to see ROI on your attribution initiative within three months.

[Read the full article on MarTech Today.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Alison Lohse is COO and Co-founder of Conversion Logic. Alison spent the last 18 years focused on digital strategy for a number of Fortune 100 companies across many industries including telecom, retail, travel, B2B, CPG and tech. Her expertise and focus on client service, advanced analytics, media planning and optimization lends Alison a unique ability to drive digital strategies that scale brands helping them reach a wider audience. Cutting her teeth on digital starting in 2000, she worked across the interactive media practices at Starcom IP, then Avenue A, Razorfish and SMG with a focus on sophisticated media buying through analytics and optimization. Most recently, Alison was the Regional VP of Visual IQ, Chicago where she worked with Conversion Logic’s CEO, Trevor Testwuide. Alison earned an MA from the University of Manchester (UK) and holds a degree in art history from Lawrence University.


 

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