Getting ready to start your path of attribution reporting? No matter your experience with attribution reporting, there are a few common roadblocks that you could face along the way. By making a plan to avoid them, you can make your path more efficient—and less stressful!
1. Agreement on definitions and logic
One of the most important phases of your attribution project is to 1) ensure you have all of the proper stakeholders involved in selecting the logic that best suits your company and 2) you gain agreement across all stakeholders, including sign off on your final decision. In order to accomplish these two things, don’t underestimate the time and effort that should go into the strategy portion of your work. Allow extra time and don’t rush stakeholders through the process. Not executing this piece properly will result in push back on your first round of generated reports.
2. System configuration
Spend the time to do an overall review of the systems to thoroughly outline required changes, and expect the unexpected when making the updates to your systems. The systems you are updating are significant and changes can impact other processes that exist at the company, so think your changes through to ensure the changes you make for reporting do not negatively impact any other processes at the company. When updating your systems, there WILL be curveballs thrown your way that will make the updates a little more confusing than originally anticipated, so allow time to navigate this part of the process effectively.
3. Change management
The hardest thing to change is your people’s processes, especially if they have processes they have been following, that work for them, for a long time. You will need to help them understand what’s in it for them to make these changes. Clearly outline the new process and properly train everyone then get creative! Motivate your teams to adjust their processes to align with your new reporting goals by setting up a contest for team members to get rewarded for adopting the new process. Hand out on-the-spot rewards for those who are first to adopt the new process or for doing it consistently in the first week.
4. Budget and time investment
Teams have 1,001 other priorities to focus on and attribution reporting isn’t a quick win project. It will need to be deemed a top priority from the top. If the C-suite prioritizes the effort, it will get done. It WILL require money and time from your teams and you WILL have to sacrifice other efforts that come up in order to maintain focus on completing your attribution reporting setup.
Don’t turn around at the roadblocks – plan ahead for the path that avoids them. If you need help creating the roadmap to successfully navigate attribution reporting at your company, we’re here to help.