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What’s Wrong with Attribution?

Last updated: September 6, 2018


We talk to a lot of marketers, and we have been hearing an earful lately!  

While Multi-touch Attribution (“MTAs”) were heralded as revolutionary just a few years ago, Marketers are now starting to recognize their shortfalls. And while Media Mix Modeling (“MMM”) has long been considered a blunt instrument for anything other than channel-level optimizations, marketers are losing their patience with it and demanding something better.

The list of marketing ROI and attribution problems is a long one. So what could be better than an infographic to keep track of them all?  Print it, share it, email it to your boss, your boss’s boss, and your clients or agencies to hear their thoughts on if and how these problems are affecting the business.

And we’d like to hear from you --what have we missed?

What's Wrong With Attribution?

Written by Marketing Evolution