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The conversation about attribution is all wrong. Even the name “attribution” conveys the wrong meaning. Much of the attribution discussion — and even the attribution models we use — focuses on dividing up the chain of touchpoints to determine which channel gets “credit.” Yet multi-touchpoint engagement implies that the whole chain of touchpoints is what creates value — not e ...
We all track performance of our digital campaigns. In fact, we’re swimming in tracking data telling us about clicks, conversions, channel performance and more. This is how we do marketing in the 21st century. The problem is that our data is lying to us. It’s a lie of omission, and it’s not the fault of the tracking tools we use.