Interviewing + hiring strategies, attribution versus reporting, simplifying marketing ops and more...

In this edition:

1. Strategies for Interviewing and Hiring in Marketing Ops 

2. MOPs Pros Spend the Most Time Doing This

3. Marketing Attribution Vs. Marketing Reporting

4. Being Curious is More Important Than Being an Expert

5. For Paid Subscribers: Simplifying Martech and Marketing Ops

Money-Making Opportunities: Revlitix leverages pattern recognition and proactive diagnostics to help marketing and sales teams spot money-making opportunities hidden in plain sight and fix revenue leakages in real-time. Take a Product Tour and Get a $100 Gift Card.

New Podcast Episode: Darrell and Jeff get back together to talk about how to reduce friction in operations - listen here.

Friends of the Newsletter: The Humans of Martech podcast is one of my favorites. Check them out on Spotify or Apple podcasts.

Plan Ahead! The world’s best in-person marketing ops conference is back - get your early bird tickets here.

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Strategies for Interviewing and Hiring in Marketing Ops 

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Poll of the Day

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Marketing Attribution vs Marketing Reporting

Marketing attribution is not the same as marketing reporting. Marketing reporting is not the same as marketing analytics.

Many marketers around the world are confused about this.

1. Marketing Reporting:

It is a document describing the results of marketing activities. At the highest level, this is marketing’s contribution to revenue. At lower levels this can be the results of a single campaign, such as opens, clicks, and conversions.

2. Marketing Attribution:

It assigns value to actions (campaigns, events, touchpoints) in order to optimize the mix of marketing efforts for conversions and sales. There are two types: (1) single-touch attribution, which assigns all of the credit of a conversion to a single event (such as the original source of the lead or the last campaign prior to conversion) and (2) multi-touch attribution which assigns credit to each touchpoint leading up to a conversion.

3. Marketing Analytics:

It is the practice of analyzing marketing data. In marketing analytics, you are discovering, interpreting, and communicating patterns in marketing data. When you are comparing the open rates across all your campaigns, you are performing marketing analytics. When you are looking for similarities in successful events you are performing marketing analytics.

Put another way:
A marketer can use marketing attribution to create a chart showing which campaigns are more effective in driving conversions. This chart is a single report in the collection of reports that make up marketing reporting. When the marketer looks at reports (or any other data) to try to identify patterns (insights), they are practicing marketing analytics.

Hope this helps!

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Being Curious is More Important than Being an Expert

When you show up to a meeting, try to:

1. Ask more questions before offering solutions
2. Look past the obvious answer or first apparent cause
3. Assume good intentions
4. Realize that you can learn something new from everyone

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