1. Promise trumps practice
Although the emerging slate of attribution tools holds rich promise, there are many hurdles to overcome – from difficulties in identifying mobile users, constant change and the residual force of legacy thinking. This will be an area of experimentation and test-and-learn for many brands.
Implication: Brands taking their first steps in attribution should start small, with relatively contained projects that look at specific brands, particular consumer groups, or specific combinations of media. This approach will allow marketers to identify the knowledge gaps and any additional skillsets required to perform larger-scale analysis.