Rethinking today’s attribution problem in digital marketing

Attribution is the science behind assigning values to individual touch points throughout a customer’s decision journey. It’s not only a key driver in how we currently optimize marketing campaigns, but attribution is also used for media mix modeling and developing media budgets. Herein lies the problem: marketers tend to look at attribution within our own channel silo, so it’s not easy to understand the full picture of a multi-channel environment. As search continues to evolve in form and function, it’s raising some important questions around how we think about and use attribution models — and is putting some of our long-held practices to the test. Do you have an attribution problem? Attribution modeling has seen incredible progress over the years, offering increasingly better solutions to track touch points throughout a conversion. While progress has been made, the attribution models that most companies are using today offer a partial solution that tracks only online conversions and channels. Most companies are just beginning to scratch the Search Engine Land Source

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