02 — Capability · BC-420.60
Marketing Performance & Attribution
Measure what marketing activity produced, attribute outcomes to the activity that caused them as honestly as the data allows, and learn through controlled tests rather than anecdote.
- Marketing Analytics
- Marketing Measurement
- Marketing ROI
In scope
- Campaign and channel performance reporting
- Attribution and marketing mix modeling
- Experimentation on messages and channels
- Spend-to-outcome reporting for leadership
Out of scope
- Enterprise analytics platforms and data engineering (see BC-750)
- Product usage analytics (see BC-1260)
Realized by · 1
Used in · 0
- Not yet placed on a value stream.
Build it · 0
- Nothing in the library points here yet.
Decomposes into · 3
- BC-420.60.10Campaign MeasurementReport reach, engagement, conversion and cost for each campaign and channel against the targets set when the money was allocated.
- BC-420.60.20Attribution ModelingEstimate how much each touchpoint and channel contributed to a conversion, stating the model's assumptions alongside its answer.
- BC-420.60.30Marketing ExperimentationDesign and run controlled tests of messages, offers, creative and channels so decisions rest on measured lift rather than preference.