Marketing Attribution Maturity Model
Why do we want you to read about the Marketing Attribution Maturity Model?
The goal of the content on this page is to bring you to the "more advanced" marketing practices and definitions that we often talk about and refer to. We have prepared a list of other recommended materials for self-study here.
If anything is not clear to you, please send us a message :-).
What is a "Maturity Model"?
Any "complex" task that you plan to successfully solve is appropriate to break down into several parts. Thanks to this approach you will significantly increase the "Idea"> "Realization" conversion rate :-).
In marketing, the term "Marketing Maturity Model" is often used (thanks to Jan Hornych for long and inspiring discussions on this topic).
The aim of the model maturities is to break the given task into logical units, thanks to which a clear roadmap will be created to achieve the desired goal (target = right top of the model, in our case "Long term experiments strategy see figure below").
A common mistake in the interpretation of the model is the conclusion: "I must have perfectly mastered all parts of the model first and then I make the first real experiments in practice".
Maturity models, however, have the opposite purpose. Completing each defined part of the model (eg, "Channel Grouping") will have (or rather "should") a positive benefit. In the case of marketing for business results.
POC (proof of concept)
We achieved the best results in introducing attribution modeling into practice by defining the accompanying POC (proof of concept). With an appropriate POC definition, you can test the real value of a given topic for your business before working on a long-term roadmap, avoiding the enormous investment in solving a topic that may not really be your priority (in case of attribution, it depends on what part of the Marketing Maturity Model you are.
Therefore, in the case of POC attribution, you are testing the benefits of "long term experiments" based on the results of attribution model calculations.
Risks of experiments
The risk of POC is then its definition and evaluation. In case of an incorrectly defined accompanying experiment, you can achieve a statistically significant experiment, however, whether the result (positive or negative) is valid requires both detailed knowledge of the project and experience with hundreds of experiments on different datasets.
Attribution Maturity Model
Marketing Maturity Model
Created by: Jan Hornych