What to spend where? Making sense of marketing attribution
“Half of my marketing works,” the old saying goes, “I’m just not sure which half.”
Therein lies the problem that marketing attribution seeks to address. But successful attribution is trickier than the quote above suggests. The fragmentation of channels across an ever-growing digital landscape means that marketing efforts are rarely split in half (or thirds, or quarters); gone are the days of picking between newspapers and radio or TV and billboards.