Attribution informs your marketing mix. For brands with multiple digital and offline marketing channels as well as cross-device campaigns and purchase paths, it’s not about choosing one capability over the other; it’s about both working together.

Data is a game changer. But at face value, it’s just data. It becomes powerful when it’s used not just to support decisions, but to drive actions. And marketers know that to take action on their data, they need to collect and analyze it. Because ultimately, it’s about uncovering how your customers engage with your brand.Many marketers believe that strategic marketing measurement is solely about the implementation of customer analytics (technology that can help you measure how your audience interacts with your online properties—or doesn’t). But analytics might not be enough. To truly make the most of your data, you need to combine your analytics insights with robust attribution insights.At a high level, customer analytics provide an understanding of your customers’ experience—primarily across sites, apps, and other customer engagement points (call centers, for instance). These insights can then be used to inform targeting, marketing, and product decisions. Although these insights are critical, customer analytics alone do not tell the full story. The truth is that brands using more than one or two channels to reach their target markets may be missing vital details about the many touchpoints across the full customer journey and throughout their marketing mix. Data-driven attribution tracks and values all touchpoints that lead to a desired outcome (regardless of whether the customer ended up on a brand’s website).Think of attribution as the peanut butter to analytics’ jelly. Yes, each is great on its own, but for many, they’re even better together.Another misconception is that the use of one of these types of measurement capabilities negates the other. Not true. Think of attribution as the peanut butter to analytics’ jelly. Yes, each is great on its own, but for many, they’re even better together. With both analytics and attribution in place, you can establish a holistic measurement plan with unified key performance indicators (KPIs). In doing so, you can manage your marketing spend so that you can best reach, influence, motivate, and drive your audience to those places where they can engage and convert.

Source: GoogleThink,Natasha Moonka , Bill Kee