Attribution is one of those tricky subjects that can often leave marketers feeling disillusioned. When the first attribution tools were coming to market marketers believed that the holy grail of digital and data-driven marketing was coming to fruition. However, as when moving into implementation, and the management of these systems, the issues became apparent.

I-COM’s paper, Current Issues in Attribution & How to Overcome Them, walks readers through the issues marketers face every day – data quality, the landscape of vendors, and how to address data outside of the more easily measured ecosystem. It also looks at how to holistically approach measurement and to understand the role that attribution plays.

Highlights include “Choosing The Right Attribution Vendors” (page 24-28) by Jenn Leire, Vice President of Client Engagement.