Analytics alone do not tell the full story of your customers. To make the most of mounds of data, you need to combine analytics with attribution.
Analytics help you understand your customers’ engagement points. Attribution tracks the value of each touchpoint (that lead to a desired outcome).
By combining both analytics and attribution, you can establish a universal measurement plan that better manages your marketing mix/spend and motivates your audience to the places where they convert.
At a high level, customer analytics provide an understanding of your customers’ experience—primarily across sites, apps, and other customer engagement points (call centers, for instance). These insights can then be used to inform targeting, marketing, and product decisions. Although these insights are critical, customer analytics alone do not tell the full story.
Brands using more than one or two channels to reach their target markets may be missing vital details about the many touchpoints across the full customer journey and throughout their marketing mix. Data-driven attribution tracks and values all touchpoints that lead to a desired outcome (regardless of whether the customer ended up on a brand’s website).