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.
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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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