Stephen Spratley, a fractional CMO, discusses the common pitfalls in measuring marketing ROI. He notes that many marketers misattribute conversions due to outdated attribution models, focusing solely on first- or last-touch interactions. This incomplete view can mislead businesses into overinvesting in certain channels while undervaluing others. To make informed investment decisions, marketing leaders need a comprehensive understanding of performance metrics that capture the full customer journey, integrating multiple touchpoints rather than relying on simplistic models.
The problem? Many marketers fall into the ROI trap; they either misattribute conversions, focus on short-term gains or struggle to quantify the impact of their brand-building efforts.
One of the biggest obstacles in ROI measurement is attribution modeling. Customers rarely take a linear path to purchase and will interact with multiple touchpoints before making their final decisions.
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