Attribution in the Age of the Participant

The Digital Age has transformed a lot in this world and marketing is no exception.  This little story over on Econsultancy is worth reading:

https://econsultancy.com/blog/66996-the-three-stages-of-attribution-that-are-crucial-to-success/

Here is a snippet from the piece:

Attribution has left many businesses frustrated as they get lost in the technology and struggle to harness the value. As soon as ‘attribution’ is mentioned the conversation tends to be polarised on the details of the sharing algorithm and the technology used.

While the attribution technology and the algorithm for sharing value across touchpoints is important, today I want to widen the lens on the subject and look at the three stages that make up the discipline of attribution and look at why this wider view is crucial to success.

Happy Reading,

J.W. Gant