The Digital Attribution Challenge

If you work in marketing and you’ve not been bombarded with the term “attribution” in recent months, think yourself lucky.

Everywhere, people have been talking about the “attribution challenge” and asking how they can bring some science to bear on the “attribution puzzle”. This problem for the modern marketer revolves around one key challenge: how do you measure the effectiveness of the multitude of marketing activities consumers are exposed to? In particular, people are using this term in relation to the digital world (though, as marketers know, it’s not only a digital challenge).

In the recent past, attribution was about helping digital marketers know what was effective and what was not in the areas of display and search. It is now laying claim to a wider sphere of interest that covers email, affiliates, mobile, video and social media, and other digital marketing channels, such as price comparison and aggregator websites.

To discover more about The Digital Attribution Challenge, submit the form below to download the white paper:

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