Data-driven attribution: the hype, the hope, and reasonable expectations

(Originally posted on Medium.) Last week eMarketer released new data highlighting the slow adoption of multichannel attribution among US marketers (subscribers only). Despite┬áincreasingly complex customer decision journeys less than half of those surveyed use attribution models that value assisting touchpoints. To quote Cindy Liu of eMarketer: Advanced attribution modeling is used to track and score…
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