4 steps to ROI-positive marketing attribution in 90 days
So, you've just implemented a new marketing attribution solution. Now what? Columnist Alison Lohse explains how you should be spending those first three months to achieve positive ROI.
Your marketing attribution solution should have positive ROI and start paying for itself within 90 days of implementation.
This goal is both strategic and tactical. At a high level, you want to justify the cost of the system as soon as possible so that there is no question about value. From the marketing practitioner to the CMO, it needs to be clear early on what the platform is doing, and why it’s doing it; marketers also need to demonstrate that the system is working and has everything required to keep working.
Tactically, it’s important to harness the honeymoon period after the system is live. When you hit the ground running, you take advantage of people’s time and attention, thus cementing the value. If you miss that window, it’s hard to get it back.
While it may seem challenging, this goal is also realistic. Here’s what it takes to see ROI on your attribution initiative within three months.