Too many brands are tracking their spending in ways that compare to holding up a feather to measure the wind, the recent International Conference on Online Media Measurement (I-COM) 2017 heard.
Flawed maths is being used to guide business decisions, and digital-only attribution models are costing many brands a lot of money, but providing only half of the picture, as clients try to work out what's working for them.
In an I-COM session on the value of multichannel attribution management, Andrew Challier, chief client officer at Ebiquityin the UK, said clients often hoped that attribution would solve all...