Provable Marketing Attribution is a Boondoggle; Trust Your Gut Instead
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You’ve heard the marketing analytics spiel before. It goes something like:
Marketing journeys are long, complicated, multi-channel paths. Tracking them is always imperfect, but if you employ an extensive, expensive, difficult-to-configure combination of tools, tracking systems, and deeply talented statistics professionals, you can build a high-quality, predictive attribution modeling structure that approximates reality with relatively minor gaps.
My counterpoint: don’t…