💣 How to Solve the Number One Marketing Issue

Caden explains the #1 issue with marketing-attribution. He dives into what to look for to solve the age old question of tracking the effectiveness of your marketing efforts, how attribution has evolved, and the future of marketing. He also shares his strategies and knowledge so marketers can understand the issue better so they can make informed decisions without solely relying on attribution tools.
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0:00 Intro
0:18 How to Solve the Number One Marketing Issue
2:59 Losing third-party attribution cookies
6:46 Omnichannel and the crossover nightmare
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[@jean_machine]

Amazing video from Caden! 🚀
I actually shared this video with one of my clients today after endless battles with him trying to make him understand the importance of not just looking at the in-app numbers.
Keep up the good content. 🧠

[@johnrollo7615]

Probably the best video you guys have put out! And that’s coming from John Moran’s number two fan (after Dave).
Question, are these controlled tests simply adding spend to campaign x and seeing how MER / top line revenue is effected compared to before?

[@solutionseight]

Hey Caden here - Thanks for the nice comment! The controlled tests can be anything depending on how big of a test you want to do but essentially yes. So they can be anything from increasing or reducing spend to just changing the landing page or ad copy, audience etc. It all depends on how aggressive you want to be and if you want to do multiple tests at once that might potentially delude the understanding of the cause. Its a balancing game that typically has to do with if the client is in the red or green on profitability and also the time frame you have. Hope this helps!

[@johnrollo7615]

Yes it does, thank you!

[@valegarciam99]

@@johnrollo7615 marketing operators's episode where they go over incrementality talks a lot about this and can add a lot of value if you haven't done controlled tests in my opinion.