Episode 77

The Dangers of Marketing Misattribution

Only 61% of marketing metrics tracked are meaningful to business, brand, and performance. The rest? Vanity metrics. What happens when marketers focus on the wrong numbers?

This week, Elena’s joined by VP Analytics Matt Hultgren to discuss the perils of marketing misattribution. They explore how overvaluing certain metrics can lead to wasted budgets and misguided strategies. Matt shares insights on identifying misattribution, its consequences, and practical steps to improve measurement accuracy. Plus, learn why having your own measurement solution is crucial and why you should be skeptical of any single model claiming to definitively prove marketing’s impact.

Topics Covered

• [01:00] Key findings from DMA study on marketing effectiveness metrics

• [04:30] Common signs of marketing misattribution

• [07:00] Frequently misattributed metrics and attribution tricks

• [10:00] Long-term consequences of relying on incorrect metrics

• [12:00] Steps to measure the right KPIs and avoid misattribution

• [19:00] Practical tips for marketers with limited budgets

Resources:

2023 Marketing Week Article

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