Good morning: Asking the attribution question

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. 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, and is attribution going away?

I don’t suppose so, not literally, but something that has always been an immense challenge — not to say the focus of a lot of skepticism — is only getting harder. The variety and number of customer touchpoints, digital and physical (and hybrid: think connected out-of-home) is increasing exponentially.

“I spend some money on this channel, some money on that channel, and sales go up (or down). But why?” Of course, in recent years it’s been possible to get some kind of answer to that question by quietly following a user’s journey, from ad or landing page to conversion. That’s precisely the kind of invasion of privacy we’re all now supposed to disdain — and anyway, it’s about to get a whole lot harder.

Some are proposing replacing traditional attribution with a kind of always-on monitoring and optimizing campaign performance. It’s an intriguing approach, but I don’t think marketers will abandon traditional attribution until they’re forced to.

Kim Davis

Editorial Director

Get the daily newsletter digital marketers rely on.

Processing…Please wait.

The post Good morning: Asking the attribution question appeared first on MarTech.


About the Author

Leave a Reply

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts

Welcome to

Welcome to
Welcome to Our Store
WooChatIcon 0