July 23, 2023

Attribution is a powerful concept that promises to unlock insights into customer behavior, optimize marketing strategies, and maximize ROI. However, in the real world, attribution can sometimes fall short of expectations. In this article, we delve into the top five reasons why attribution doesn't always work as seamlessly as envisioned. In the end, we’ll provide some additional insights into how TapClicks is providing hope in this journey.

Top 5 Reasons Why Attribution Doesn't Always Work

1. Complex Customer Journeys: Modern customer journeys are intricate and nonlinear, with customers interacting across multiple touchpoints, devices, and channels. Attribution models, particularly single-touch ones, struggle to capture the full scope of these complex journeys. The sheer diversity of interactions can lead to incomplete or misleading attribution insights.
2. Data Fragmentation and Silos: Attribution requires accurate and integrated data from various sources. Unfortunately, data fragmentation and siloed systems hinder seamless data flow. Inconsistent data formats, incomplete information, and data gaps can compromise attribution accuracy, rendering it less effective.
3. Limited Data Attribution: While data-driven attribution models promise precise insights, their effectiveness relies on having ample data. For businesses with limited data collection capabilities or low data volume, attributing credit to touch points accurately becomes challenging. Small sample sizes can lead to biased attribution results.
4. Ignoring Offline and External Factors: Many attribution models focus solely on digital interactions, overlooking the influence of offline marketing efforts and external factors. Traditional advertisements, word-of-mouth referrals, and economic conditions play a significant role in shaping customer behavior, but are often left out of the attribution equation.
5. Overlooking the Human Element: Attribution models are built on data and algorithms, but they may not fully account for the human element in customer decision-making. Emotional factors, personal preferences, and brand loyalty are challenging to quantify, leading to an incomplete understanding of the customer's true motivations.

How to Have a Successful Attribution Strategy

Attribution may not always be a foolproof solution, but acknowledging its limitations is essential for devising more effective marketing strategies. There is hope though. TapClicks’ funnels data from over 6,000 sources and functions as your data aggregator.  This dramatically minimizes the issues listed with Data Fragmentation, Siloing, Limited Data Attribution and Offline Influences.  We have three unique solutions to enhance your attribution modeling: 

1. The dimension transformation prowess of Calculations
2. The seamless blending of data through Channels
3. The visual brilliance of the CMO Dashboard to view all key metrics at-a-glance

Our ability to pull together online and offline data gives you the full picture you are looking for. If you want to know how these affect your day to day please schedule a call with one of our experts.

Just because something is difficult, doesn’t mean it is not worth the effort.  TapClicks provides the solution to make that data attribution effort successful for you.

Get started for free to bolster your attribution modeling >>