Current Issues in Attribution & How to Overcome Them

Right now, Attribution is one of those tricky subjects that marketers find themselves disillusioned with. When the first attribution tools were coming to market we believed that the holy grail of digital and data-driven marketing was coming to fruition. However, as we moved into implementation, and the management of these systems, the issues became apparent.

This paper walks us through the issues we all face every day – data quality, the landscape of vendors, and how to address data outside of the more easily measured ecosystem. It also looks at how to holistically approach measurement and to understand the role that attribution plays.
Designed as a collection of essays which can be read individually, each chapter reflects the voice of its author.

Authors of the whitepaper are members of the I-COM Attribution Council.
This whitepaper was authored by:

• Alice Sylvester – Partner, Sequent Partners, USA
• Jenn Leire – VP, Client Engagement, Analytic Partners, USA
• Jim Spaeth – Partner, Sequent Partners, USA
• Matt Andrew – Managing Director, Ekimetrics, UK
• Melissa Grady – CMO, Cadillac, USA
• Ryan King – Managing Director – Research, Samba TV, USA
• Sable Mi – Chief Research Officer, NinthDecimal, USA