• by Wayne Friedman , Staff Writer, June 20, 2013

Brand attribution for everything?

There is no clear answer for mobile, the web, or other digital platforms when it comes attribution.

What can brands do about it?. This question was asked by David Ip, senior business lead of BlueCross and BlueShield of Illinois, Texas, Oklahoma & New Mexico, in speaking at the Brand Marketers Summit.

“You have to comfortable using better data -- not perfect data,” says Ryan Bonifacino, vp of digital Strategy, Alex and Ani. “Get better data and take action on it. It’s an iterative process.”

“Try not to eat the elephant in one bite,” says Manu Mathew, chief executive officer of VisualIQ.