Commentary

Attribution: Why We're Still Doing Precise Things With Imprecise Data

by Tony Jarvis , Op-Ed Contributor, November 15, 2022

Day One of the Advertising Research Foundation’s (ARF) annual “Attribution & Analytics Accelerator” conference on Monday began the way past years have: raising as many questions as answers on various modeling approaches and techniques. The focus was on experiments to improve best practices, techniques and the rigor of estimating incremental …