Top 3 Attribution Roadblocks
Attribution modeling has become necessary as marketers take campaigns across multiple marketing channels. George Michie outlines three barriers to attribution modeling, starting by describing company employees who have become so involved with their own strategy and agenda they find it impossible to integrate or work with other departments. As he points out, the larger the company, typically the more fragmented the marketing decisions because many can view attribution as a threat to their department and processes. Michie offers advice on how to smooth corners and eliminate roadblocks.