Author:James Haagenson

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Attribution – The Shackles of Digital Marketing

Attribution. Friend or Foe?

Attribution is one of the biggest question marks in Digital Marketing. Who gets the credit for a purchase? How are they claiming the credit? Are these purchases being double counted? Triple counted? Trying to answer these questions can pull you into a rabbit hole of confusion and frustration. These conversations normally end in arguments about first touch or last touch and view through or click through. I think we need to rethink how we measure and utilize attribution, especially across marketing channels.