Attribution is a tough challenge that is top of mind for every Marketing and Analytics leader. While marketing strategies and technologies may have evolved, the most important question has not changed - Is our marketing working? The right attribution solution should help you answer that question. But how do you find the right solution? Unfortunately, there is no turnkey attribution solution that perfectly solves all of your measurement challenges. Each business has unique attribution challenges and there are a seemingly infinite number of vendors and methodologies. As a result, I created a framework to navigate the increasingly complex multi-touch attribution market, understand the trade offs between solutions and identify the optimal attribution solution.
People often ask for advice about building out an analytics organization – How to structure the team? What skills to hire for? Do we need engineers? What about data scientists? How big should the team be? Unfortunately, there is no easy answer to these questions, because the best analytics team is the one that best supports the organization and its specific needs. To make things even more complicated, A) different organizations have very different needs and B) your organization’s needs today will be very different from its needs in the future. In this post I will discuss some of the different dimensions that are import to evaluate when thinking about how to structure an Analytics team.