Understanding total view attribution

This article examines multi-channel attribution solutions and criticises their tendency to fail to account for the impact of non-digital media.
  • It is essential that marketers understand which inputs and channels trigger consumer behaviour most effectively through attribution models such as automated, platform-driven and subscription services.
  • Most attribution models are overly opaque "black boxes" to the advertiser, based on arbitrary rules, only consider digital media and may be untrustworthy due to the self-interest of sellers of media inventory.
  • A hybrid model is recommended, which combines top-down econometrics and bottom-up "clear box" attribution modelling to deliver an intelligible narrative and actionable insights....

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