Attribution — A difficult problem

by Shawn Powrie
Half the money I spend on advertising is wasted; the trouble is I don’t know which half. — Attributed to John Wanamaker (But was it actually him?!) Attribution is one of the most difficult problems we face in digital marketing. Although we have an abundance of data, much more so than in offline media channels, “who gets what credit” is still a major challenge.Read the full article