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 increasingly 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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Digital attribution as a means to an end

(FYI: cross-posted on Medium in response to A Case for Ambiguity in Data-Driven Marketing.) Until we are studying motivations, even as we frame our tests in the context of generating the revenue that keeps our companies or clients afloat, we are condemned to do our work amidst the uncertainty of an infinite array of possibilities for why our campaigns…
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