What is Marketing Attribution? | Episode 12 | Bullhorns & Bullseyes Podcast

In this episode, Tom and Curtis discuss the topic of marketing attribution, the methodology of attributing a purchase or lead to its source in a marketing campaign. They highlight the importance of measuring marketing effectiveness beyond simple conversions and discuss the challenges of tracking attribution in a complex digital landscape. They emphasize the need for a common vocabulary between sales and marketing teams and the importance of collaboration. They introduce the concept of the marketing efficiency ratio (MER) as a more complete and transparent metric than simple “ROI.”
https://bullhornsbullseyes.com/episode-12/