2. Ask, “What is the problem we’re trying to solve?”
This is the question every marketer should ask before spending a single dollar. Without an answer, all the data in the world won’t save brands from pursuing costly endeavors of questionable value. How can success be measured when it hasn’t been defined? Whether it’s increasing brand health, generating sales, building long-term value or any other goal, companies need to reach consensus on the key marketing performance objectives they are attempting to achieve and then activate their attribution capability to help them build out the right strategy and tactics.