Insights for the data driven leader.

My Break-up Letter to Single Touch Attribution

Dear Single Touch Attribution,

I never thought I would be writing you this letter. There was a time when I thought our love would last forever. Remember when you would tell me what campaign influenced a conversion? Ahhh, those were the days. Times were simpler back then. There weren’t webinars, ebook downloads, nurturing tracks, landing pages, or marketing automation. A company simply ran an ad, a lead would fill out a form, and an account executive would follow up. And you, sweet single touch, would be more than enough because, well, there was only one touch. We were on top of the world. How could anything come between us?

But the times have changed and the digital world is different now. Over the course of a 6-9 month sales cycle there are many, many touches (sometimes 30 or more!) as leads interact with companies earlier and more deeply before engaging with a salesperson. Single Touch, you just can’t keep up with the pace. You’re stuck in the past - unwilling to grow.

I want you to know that I don’t blame you. Actually, that’s not true. I do blame you. I blame you for showing me a trapdoor ROI that gave undue credit to campaigns that weren’t nearly as important as you made them seem while shunning other perfectly good campaigns and giving them no credit at all. You were misleading and deceitful. How could you?

I should have listened to mom. She never did like you - something about you always putting all your eggs in one basket.

I can’t say we haven’t tried. We’ve tried first touch and last touch. We’ve looked at it at every single angle, but it simply isn’t good enough anymore. And it isn’t healthy.

We’re fighting a losing battle. Half the time we’re arguing about what’s most important and the other half we don’t speak at all. I’m constantly in the dark and you can’t give me the feedback I need. I’m draining my bank account - throwing good money after bad - with nothing to show for it.

One of us has to be the bigger person and say enough is enough. I believe that parting now is the best thing for both of us. And so this will be my last touch.

This time I’m not coming back. I’ve found someone new who cares about me and gives me what I need. Her name is Multi-Touch Attribution and she treats me soooo much better. 

She’s everything you’re not:

She’s generous - always giving credit to everyone

She’s smart - always whispering meaningful insights in my ear

She’s flexible - always able to adapt to different scenarios

She’s powerful  - she’s touched my heart on multiple occasions

I wish you the best. You were there for me in the beginning when I only had a couple of campaigns, but my circumstances have outgrown our love. While we weren’t meant to be, I’m sure there are a few B2C companies out there with short sale cycle that will adore you. I’m just not one of them.

Goodbye forever,


P.S. Your Ricky Martin CDs are in a box by the back door. Please come pick them up.

October 17, 2016

What do you think?

The Blog For Account-Driven Leaders

How Do You Benefit From Buyer Personas
June 11, 2017

Personas aren't just for marketing anymore. Here's how marketing, sales, AND the rest of your company can benefit from them.

Read more
How Can Your ICP Jumpstart Buyer Persona Development
June 4, 2017

A look at how your Ideal Customer Profile can help you define your buyer personas.

Read more
A Guide to Humanizing Buyer’s Experience
May 31, 2017

Don't let yourself or your company come across as robotic and generic. Here's some tips to seem human and approachable throughout your accounts' buyer's journeys.

Read more