Category: 5-Minute Whiteboards

5-Minute Whiteboards Advertising Analytics Marketing

5-Minute Whiteboard: How Obsession with Attribution Warps Marketing Investments

Rand FishkinBy Rand Fishkin
Why do 90% of marketing dollars flow to paid/performance channels that provide attribution? HINT: It’s not because ads are 10X more effective than organic investments. It’s because ads aren’t just measurable, they’re attributable. Your CFO, CMO, and CEO can get in a room and look at the CAC:LTV ratio of every performance channel and feel like they know where they…
5-Minute Whiteboards Advertising Analytics Data Marketing

5-Minute Whiteboard: Measurement vs. Attribution

Rand FishkinBy Rand Fishkin
Howdy SparkToro fans and welcome to the first edition of a new series we’re experimenting with—short, whiteboard style explainer videos. This inaugural video covers a concept that’s crucial to the future of marketing: measurement vs. attribution. For the last 20 years, we’ve lived in the golden age of attribution. Measuring the kinds of metrics I talk about in the video:…

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