Attribution: Is It Doing More Harm Than Good?

Attribution has long been a favorite measurement strategy among marketers.

But times are changing.

Can attribution still deliver granular, actionable results?

Or is now the time for forward-thinking leaders to adopt a more unified and accurate view of marketing performance and sales drivers?

• A full exploration of the blind spots, biases and data gaps often caused by attribution
• A comprehensive study showing how brands overvalue display and search by over 300% — and undervalue social by 44%
• Our view on how brands can break down these barriers by integrating Test and Learn experiments with a more holistic approach to marketing measurement