NZ Marketing - Measuring attribution: What’s Working?
This article was first published in NZ Marketing magazine’s September 2022 issue.
Half my advertising spend is wasted; the trouble is, I don’t know which half,” is a well-worn lament from frustrated marketers. However, as Marketing magazine discovers, today the science of marketing attribution is attempting to make this quote redundant.
The Media Lab’s Antony Young shares his views, and that the promise of data science and attribution for marketers isn’t everything it’s being touted and NZ marketers need to take a more pragmatic approach to data.
“the vast majority of consumer products and retail still take place in a physical store versus online. This dynamic makes it harder to connect consumer data and marketing. Does McDonald’s have any meaningful customer data on people coming in and out of their restaurants?
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