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.
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
Related stories
About the author
