A lot of marketers say they want better measurement. Usually, what they really want is cleaner attribution.

In this episode, I argue that those are two different jobs. Attribution tends to reward the channel that captured demand once the buyer was already in motion. SparkToro's latest research proves that influence happens everywhere. So what we really need is better measurement — to help us understand lift: are more people searching for you, remembering you, mentioning you, and showing up ready to buy? If you confuse the two, you’ll keep overvaluing what’s easiest to credit and underestimating what actually drives demand.

Timestamps:

00:00 The real problem: buyers are influenced before the click

01:41 Attribution vs. measurement: two different jobs

04:33 Stop giving the wrong channels all the credit...

05:10 ...because influence happens everywhere!

08:05 Why measurement needs to get broader and simpler

09:30 Why we (accidentally?) end up starving our demand creation channels

10:47 Measurement needs to grow up.

11:24 Next week: influencing the public record

Learn more: zeroclickmarketing.co

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This episode was produced in partnership with Share Your Genius
www.shareyourgenius.com