Attribution Marketing + Modeling: Yes You Can

Every other morning a morning walk takes me to a salt water inlet where I grew up.  I try not to think about business, attribution, or marketing.  I often succeed.

One of the things I pass on my morning route is a 14 foot high boulder.  Glaciers once covered this area millions of years ago, and this is one of the remnants.

As a kid, the huge boulder marveled me.  Every so often my sister and I would construct a make-shift ramp to help us get on top, but it was rare.  Wet marsh grass and high tide surrounded half of it.  But it always called us, beckoned us.   Even placing your hands on this majestic beast felt both powerful and overwhelming.

Now an adult with some strength from daily yoga…it called me even more.

I walked past this pleistocene boulder in meditative state.  For four months.

Upon reading the works of Wayne Dyer, I came across one of his quotes: “Change the way you look at things, and the things you look at change.”

At first I dismissed it, but research from Max Planck, who won the Nobel Prize in Physics, supported this quote, “Change the way you look at things, and the things you look at change.”

It was one morning when I decided to look at that 14 foot high boulder differently.  I was going to get to the top, no ramp, no driftwood…I was going to summit solo.

As I walked around the boulder at its lowest, most accessible point, I became dejected by the wet green and brown muck that would surely send me slipping and flipping.  The steepest face where it was dry was the only way up.

I studied the high face intently.  After ten minutes, I found the slightest divot five feet from an outcrop.  In less than two minutes I was up.

I was capable of more than I knew.  Everyone is.  You are.

The glacial boulder I avoided for months is perhaps similar to avoiding marketing attribution or attribution modeling.

You may say to yourself:

a) “I never really liked statistics and never really grasped it…I might ‘f-up’ this entire move to attribution”

b) “Nobody seems to have figured this out perfectly, so I’ll wait”

c) “The decision-makers don’t even grasp the basic concepts of digital direct marketing…they’ll never be able to grasp attribution”

Uh huh.  But yes you can.  If you change the way you look at things.  When you change the way you look at things…even a Nobel Prize-Winning Physicist supports the notion that the things you look at change.

You are capable of more than you know.

After four months of ignoring my 14 foot boulder, I decided I was going to get to the top.  I focused, I looked for the spot, found it, and got up.

When people see me up there, they ask “how did you get up?”

I reply, “I changed the way I looked at it.”  And direct them to the side to study.

You can make the leap from the error-prone, notoriously wrong way of measuring marketing (last click attribution).

You don’t have to be a statistician.  You don’t have to be perfect (nobody is).  You don’t have to be a swami.

All you have to do is:  change the way you view your obstacle.

Yes you can.