Why Performance Is Paramount for Brands in Your Attribution Model May Be Data Driven – But It’s Still Not the Right Answer

Wed, 01 Feb 2023 00:00:00 -0500
Leading Edge

The concept of attribution had noble and necessary beginnings – entering the marketing landscape like a newly anointed royal ready to wave away our collective blindness to which ads were working and which were not. Even with its rules-based and/or data-driven origins, “attribution” has always been a misnomer. While it’s been a reasonable success in understanding basic ad performance – it is one the greatest distractions of our time.