Commentary

In Defense Of Attribution

Earlier in the day at OMMA Social, “attribution” -- the marketing model that attempts to attribute sales to multiple touch-points rather than the last ad a consumer clicks or views -- got a whipping. A few hours later, Chris Knoch, VP of Strategic Solutions at IgnitionOne -- which happens to specialize in attribution -- is trying to set the record straight. “Attribution is huge,” insists Knoch. “I think people want to kill it because it’s getting more complicated.” Exclaimed Knoch: “If you’re still doing last click attribution, you are light years behind!”

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