Fixing Marketing Attribution By Thinking Beyond Pixels
If you're driving marketing strategy, you deserve good data to make decisions with.
The problem is that a lot of data sources are fundamentally flawed.
In particular: tracking pixels.
As marketers, we have to face the fact that tracking pixels give a sliver of the overall picture, but are not a single source of truth.
We need to expand our measurement mix to include insights from People and our own Judgement, i.e.
People: asking our prospects and customers 'hey, how did you hear about us?', and
Judgement: using our common sense, being comfortable with a margin of error and keeping in mind factors like time.
With Pixels + People + Judgment, you'll have a much more accurate picture of what's actually going on.
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