Overcoming Challenges in Attribution Data Accuracy

She explains that her team focuses on achieving directional accuracy—enough to make better decisions, even if the data isn’t perfect.

“Attribution is tough, and our goal is directional accuracy versus perfection. Are we getting the data to help us make better decisions?”

This article will focus on the challenges businesses face in achieving attribution data accuracy in Marketo and how to refine configurations to make data more reliable for decision-making.

Striving for Directional Accuracy

Robyn highlights the difficulty of getting perfect attribution data, particularly when dealing with complex customer journeys and multiple touchpoints. 

Instead of chasing perfection, her team aims for directional accuracy, ensuring that the data they gather is good enough to support decision-making and campaign optimization.

“We focus on making sure the data is accurate enough to guide us in the right direction, rather than obsessing over perfection.”

To improve attribution accuracy, Robyn’s team continuously adjusts their multi-touch models and refines their Marketo configurations. In this process, collaborating with Marketo consultants can invaluable, as they bring in expertise to optimize the setup and ensure more accurate tracking.

By doing this, they can track which campaigns are driving the most value without getting bogged down by data imperfections.

Conclusion

Perfect attribution data may be impossible to achieve, but directional accuracy can still provide valuable insights for campaign optimization. 

Robyn’s approach to refining Marketo configurations ensures that her team can make data-driven decisions without chasing perfection.