How Do We Deal with the Challenges of Attribution? Keep it Real and Keep it Actionable

As martech professionals, we share a strident pursuit of the perfect attribution formula, which has arguably become one of the most united quests in all of modern marketing. At the same time, we certainly can acknowledge its limitations. Discussions during the AttributionCouncil working group at I-COM Global surfaced the consensus that, even as the industry pursues or provides guidance on “mastery,” the perpetually increasing complexity of media platforms and KPIs can make the mission to achieve precise attribution feel…