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MarTech » Performance Marketing » Good morning: Attribution is complex

Good morning: Attribution is complex

One effect of the physical/digital multi-channel environment in which marketing takes place is that attribution is more complex than ever.

Kim Davis on February 1, 2022 at 9:34 am

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketing leader. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.

Good morning, Marketers, it’s time to acknowledge complexity!

In last Thursday’s newsletter, the quote of the day came from marketing strategist Kathleen Schaub. In part, it read: “Marketing just cannot be reduced to the sum of its parts. Marketing works as a system and attribution obscures interdependencies.” 

In isolation, the quote seemed to be casting doubt on the possibility of effective attribution. Yesterday, however, Kathleen sent me a link to a detailed white paper she put together showing that attribution is just extremely complicated, and providing actionable advice on how to undertake attribution in this complex physical + digital environment.

“Complexity-wise marketing” she calls it. Worth a read. There’s a link in her blog post here.

Kim Davis

Editorial Director


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About The Author

Kim Davis
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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