Marketing Measurement and Attribution

Fairly rare that I have seen attribution and accurate measurement.  Sounds like an old and well known question, as the old story tells us ....

Thoughts from Think with Google:

The hidden challenge with moving to data-driven attribution—and how to overcome it    By Casey Carey, Consumer Insights, Data & Measurement

As consumers interact with your brand across a growing number of screens and channels, it becomes increasingly difficult to know which parts of your marketing strategy are working.

Leading marketers are telling us that they are exploring data-driven attribution as a way to effectively measure  all their digital channels, and understand the impact each touchpoint has on the customer journey. In fact, according to a recent survey, 76% of all marketers say they currently have, or will have in the next 12 months, the capability to use marketing attribution.

Better attribution tools are making it easier for brands to bring together the data they need, analyze their performance, and get insights to improve their marketing. However, just like with any data-driven marketing effort, you don’t just need the right technology, you also need the right leadership.  .... "