1. Lots of great points here guys – thanks for the thought and time on this piece. From my own point of view, as an online marketer for the past 10 years, it is completely true we have never had more opportunity and less clarity on attribution.

    It’s a wonderful world of data out there and we can’t get enough of it, but we also don’t fully understand how to use it to our advantage. ABT is a solid philosophy – and one that is always going to hold true.

    I would also add that complete knowledge in each individual channel is necessary before you can truly grasp the cross-channel value or potential of your business.

    One final thought – attribution is more an art than it is a science. We have facts and figures that can support any argument under the sun, if we spin them the right way. Knowing your business and applying qualitative knowledge to the quantitative figures will always be necessary. So to see the forest from the trees and the information from the data we must be modern day Leonardo da Vinci’s – defining the art of business.



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